1,131,120 reasons to say thank you.

How it happened

A short story, told in three paragraphs.

It started with a single experiment. Earth Day, April 2026. One tree planted for every V1 Classic. By the time the campaign closed, 1,517 saplings were in the ground through our partner Greenspark. We thought that was the moment. We didn’t realize it was the seed.

Looking at the calendar later, we noticed something. May 20 was the United Nations’ World Bee Day. The same May 20 that Anton Janša was born in 1734, the Slovenian beekeeper who taught the world the modern craft. And the same May 20, in 1888, that Winfried Otto Schumann was born. The physicist this entire brand is named for. One date. Three reasons. We had to do something.

We set a goal of five hives. The first day, you broke it. By the third, we’d raised the target to ten. Then to twelve. By the end of the eighth day, the counter showed nearly nineteen hives standing right now in Kenya, marked with The Schumann name, tended by partner beekeepers who do this for a living. We didn’t do this. You did. This page exists to say that out loud.