Generous_APE_Homepage_Banner_7_ba36c2dc-5b1b-43c7-9d9d-4b3620d1f691.png
SHOP WOMEN'S
SHOP MEN'S
094B7B55-38A7-42E7-AC57-4CD5EBCE39CB_6fcabcb8-5903-4d44-a490-a00e8d367e90.webp
Women's Clothing
knIdUZEQ.webp
Men's Clothing
E_015_N_024_20230613_Bellagerard_1500x1500_920a1ffb-3b17-4de1-b937-f138369f34a0.webp
Accessories
Chequered-Baskets-Group-BohemiaDesign-1_502b563d-bd3d-4bbe-829c-094e60ceebbb.webp
Home & Lifestyle

Beach Day

Shop our edit for everything you need for a perfect beach day!

Shop All
C49036F6-1603-466E-9541-3849C8035028.jpg
8656FD76-1AEE-4687-A815-C23D9B92E052_6c485da9-bbb0-4dd0-89c7-565d4fd762b1.jpg
Sophia Alexia AQUA PEBBLES RIO TWIST BIKINI TOP £95.00
ChicDonutBeachBag_FashionableStrawTotefortheBeach4.png
11_8be4c71d-92b8-4295-a711-799dc96a6663.png
Harfi Chic Donut Beach Bag, Fashionable Straw Tote for the Beach £35.00
E_043_001_1500x1500_df1569ef-c54b-436f-a358-c467eb7016c9.jpg
E_043_002_1500x1500_00f7a206-9b08-4f41-9023-8e351deff342.jpg
Poporcelain Porcelain Cowrie Shell Teardrop Earrings £150.00
OO_COM-NAT-4-scaled_e9c0f4bd-4268-4724-abf7-b7c7561bed26.jpg
OO_COM-NAT-1-scaled_2435dade-eea8-400e-8bf6-ee1602a69d56.jpg
Of Origin COMTE NATURELLE £158.00
RR33-1.jpg
Ruby Rocks Ruby Rocks BALI Sunglasses £30.00
D359C7DD-51A2-4A8A-9437-D6CD98926EC1.jpg
17_d381d047-bfbb-448d-89ff-80e0a8d78de0.jpg
Sophia Alexia MARBLE MOSAIC MIAMI BIKINI TOP £95.00
E_036_001_1500x1500_ad42e775-7d96-4024-8efc-5b407b40a7a8.jpg
E_036C_003_1500x1500_569f0bc9-9ea2-488f-ae38-b51eba3d1607.jpg
Poporcelain Porcelain Clam Shell Clip-On Earrings £120.00
01_TOWLB-CAB-4SETM-X3_3b669a2d-9b71-4573-a5c0-08353239ffda.jpg
02_TULUM17-CABANA-LIGHT-BLUE-S3-059-SQ-X3_2c96aef7-25ed-426d-ad04-a144f2724ed2.jpg
Dock & Bay Dock & Bay Quick Dry Towels - Pastel Pic ‘N’ Mix (Set of 4) From £80.00
2c_LD.jpg
COLU.jpg
Ripa Ripa Ionico £75.00 £131.00
eye-of-the-istanbul-ring-rings-les-reines-484207.jpg
eye-of-the-istanbul-ring-rings-les-reines-978623.png
Les Reines Eye of the Istanbul Ring £79.99
01A_WHITSUNDAYS19-CABANA-ORANGE-DN-103-SQ-X3_da4feba3-9152-4779-852d-6fe5f02e5e83.jpg
02_TOWLB-CAB-ORANG-combo-linepouch-lg-X3_92b10aca-7653-407b-8bba-aa425cb8dd19.jpg
Dock & Bay Dock & Bay Quick Dry Towels - Cabana - Ipanema Orange From £24.65
ruby-rocks-laura-abby-sunglasses-in-black-tort.jpg
Ruby Rocks Ruby Rocks 'Laura Abby' Sunglasses In Black & Tort £30.00
C957B062-7D28-4849-A10C-0BF5A21B362B.jpg
FA911434-FBFA-4FBA-83A5-C3B3736E06E3.jpg
Mavi Bikini Sole - two-piece double-sided £75.00
RR40-2.jpg
Ruby Rocks Ruby Rocks RIO Sunglasses £30.00
BIRDS-EYE_faa58d9c-02c3-4a5e-951b-4efafc5b7410.jpg
TatuWhite.jpg
Aspiga Tatu Heel Leather Sandals | White £65.00
2024-05-2014_32_22.jpg
2024-05-2014_33_24.jpg
Les Reines Golden Shell Earrings £99.99
ruby-rocks-ladies-antigua-oval-sunglasses-in-black.jpg
Ruby Rocks Ruby Rocks Ladies 'Antigua' Oval Sunglasses In Black £30.00
Wolfe_and_Badger_white_background_shots_-_2024-09-24T165733.076.jpg
evil_eye_ring_2.jpg
Harfi Evil Eye Fidget Spinner Friendship Gold Plated Ring £60.00
04978A5D-EFF0-4C2B-B922-522CCE7A300A_596b0997-0572-4c61-9fac-3ea697ef83c9.jpg
13_b3b2bf70-1beb-46ae-895a-7d51bf8a05d3.jpg
Sophia Alexia AZURE MOSAIC RIO TWIST BIKINI TOP £95.00
Parisienne-Basket-Black-BohemiaDesign-01.jpg
Bohemia-Basket-Parisienne-Black-Group.jpg
Bohemia Parisienne Basket Bag, Black £46.00
N_025_001_1500x1500_cd34ee2d-d705-4575-9281-358b94684415.jpg
N_025_003_1500x1500_64fb08f3-2c75-410b-a747-aac96df5f680.jpg
Poporcelain Porcelain Cowrie Shell Collar Necklace £480.00
01_TOWLB-CAB-PINK-F-LIFE-XL-163cmTall-001-X3_4b32c05b-97e6-4634-84af-41e0e77c70ad.jpg
02_TOWLB-CAB-PINK-combo-linepouch-lg-X3_9c935d54-af2c-41d8-ad91-aa42b8b73067.jpg
Dock & Bay Dock & Bay Beach Towels - Cabana - Phi Phi Pink From £25.00
650A9845.jpg
650A9836.jpg
Mavi Bikini Ortigia - triangolo £45.00 £65.00
Beldi-Basket-BohemiaDesign-2_6131cf1b-64b0-4b14-8a2b-1d7617b52360.jpg
Beldi-Basket-BohemiaDesign-4_38beba71-2e34-436c-a820-ce4e55463b27.jpg
Bohemia Beldi Baskets From £24.00
COSTUME_APPESO2_web--13.jpg
COSTUME_CAMICIA_web--34.jpg
Ripa Ripa Paraggi Blu £131.00
IMG_5856.jpg
IMG_5855.jpg
Mavi Bikini Ibiza £65.00
01_BALLAST-SUM-MIAMI-front-X3_a7607ee5-0d8f-4d9c-8461-b6f6695f8f0d.jpg
02_BALMORALLIFESTYLE24-ADNT-COLLAB-STYLE1-007-SQ-X3_5a68a580-09b4-4e75-922e-2b9ed43ffc92.jpg
Dock & Bay Dock & Bay x Ballast Beach Pillow £32.00
N_024_001_1500x1500_b2668192-15c1-4427-9744-9a288c6ea278.jpg
E_015_N_024_20230613_Bellagerard_1500x1500_920a1ffb-3b17-4de1-b937-f138369f34a0.jpg
Poporcelain Little Mermaid Porcelain Seashell Necklace £260.00
01_TOWLB-CAB-4SET-ORANGE-X3.jpg
02_FUNSUN-15-CABANA-384-SQ-X3.jpg
Dock & Bay Dock & Bay Quick Dry Towels - Seaside Sunrise (Set of 4) From £80.00
Spring-Summer-Basket-BohemiaDesign-4.jpg
Valencia-Basket-Black-BohemiaDesign.jpg
Bohemia Valencia Shopper Basket, Black £48.00
elizabaton2.jpg
new2_e5a9ff4a-2b6d-4baf-b7ec-6152008092ce.jpg
Aspiga Nyla Beach Kaftan | White £140.00
COSTUME_APPESO2_web--11.jpg
COSTUME_CAMICIA_web--27.jpg
Ripa Ripa Paraggi Giallo £131.00
JJ3A2604.jpg
JJ3A2598.jpg
Sophia Alexia CANDY PEBBLES BEACH SHIRT £100.00
RIPA_web-89.jpg
RIPA_web-40.jpg
Ripa Ripa Rosso Veneziano £113.00
4C2A8095.jpg
IMG_5767.jpg
Mavi Bikini Hair Band for Pareo Sole £8.00
BUTGBK24_BURT_Transparent_Grey_2.jpg
BUTGBK24_BURT_Transparent_Grey_5.jpg
MESSYWEEKEND BURT - Transparent Grey Grey £85.00
Shop All

Be the change you want to see in the world

Generous APE - The Style-Led Sustainable Marketplace

Purchase with purpose and make a difference to Animals, the Planet and the Environment by shopping with Generous APE.

Generous APE is devoted to inspiring you to adopt a seamless transition into a more conscious and sustainable lifestyle.

New In

Discover the newest arrivals from our independent brands

Shop New In
kenya.jpg
kenya2_04fc7324-60cf-471f-8af5-3329246b3def.jpg
Aspiga Viola Short Sleeve Organic Cotton Dobby Dress | Bright Pink £170.00
Imageupdate-Men_sPrintedCottonShirtBatikBlueWhite_7.jpg
ShopifyImageUpdates-Men_sPrintedCottonShirtBatikBlueWhite-Detail.jpg
Aspiga Men's Printed Cotton Shirt | Batik Blue/White £85.00
elizabaton2.jpg
new2_e5a9ff4a-2b6d-4baf-b7ec-6152008092ce.jpg
Aspiga Nyla Beach Kaftan | White £140.00
ShopifyImageUpdate-MilaShirtTunicSantoriniRedWhite_4.jpg
ShopifyImageUpdate-MilaShirtTunicSantoriniRedWhite_3.jpg
Aspiga Mila Shirt Tunic | Santorini Red/White £75.00
sage_bdos_2.jpg
Shopifyimageupdate--RhiannaOrganicCottonDressFlowerStampSageWhite_1.jpg
Aspiga Rhianna Organic Cotton Dress | Sage/White £85.00
ShopifyImageUpdates-2025-01-31T115241.094.jpg
imageupdate--GuadalupeShortTunicDiamondIkatPinkYellow.jpg
Aspiga Guadalupe Short Tunic | Diamond Ikat Pink/Yellow £85.00
Shopifyimageupdate--GuadalupeShortTunicDiamondIkatBlueWhite.jpg
Shopifyimageupdate--GuadalupeShortTunicDiamondIkatBlueWhite_1.jpg
Aspiga Guadalupe Short Tunic | Diamond Ikat Blue/White £85.00
indiastriped3.jpg
Shopify_Image_Updates_-_India_Embroidered_Organic_Cotton_Dress_Stripe_BlueWhite_9.jpg
Aspiga India Embroidered Organic Cotton Dress | Stripe Blue/White £150.00
78f5d9faf723407598a19de682dd54d9.thumbnail.0000000000.jpg
08f662622c83494d95679df4c29999f3.thumbnail.0000000000.jpg
Aspiga Broderie Sienna Dress | Pink From £0.00
NAVY_Linen_Suit_41.jpg
NAVY_Linen_Suit_42.jpg
Batch LDN Mens Navy Linen Suit £495.00 £900.00
ShopifyImageUpdate-ShortT-ShirtBlack_3.jpg
short-black-tshirt-3.jpg
Aspiga Short T-Shirt | Black £35.00
Shopifyimageupdate--ShortT-ShirtNavy.jpg
Short-T-Navy.jpg
Aspiga Short T-Shirt | Navy £35.00
Shopify_Image_Updates_-_Tabitha_Printed_Organic_Cotton_Dress_Odisha_Print_BlueGreen.jpg
Shopify_Image_Updates_-_Tabitha_Printed_Organic_Cotton_Dress_Odisha_Print_BlueGreen_2.jpg
Aspiga Tabitha Printed Organic Cotton Dress | Odisha Print Blue/Green £140.00
Shopifyupdate-ViolaShortSleeveOrganicCottonDobbyDressCobalt_1.jpg
Shopifyupdate-ViolaShortSleeveOrganicCottonDobbyDressCobalt.jpg
Aspiga Viola Short Sleeve Organic Cotton Dobby Dress | Cobalt £170.00
GreyThickStrap_bb025f73-b4be-4a05-ad18-64847d14a334.png
GreenThinStrap_9399dc42-1d03-4f77-9c47-695eb50a7b92.png
Veganologie Mix 'N' Match Straps £59.00
1new_914832a4-94ee-406f-9694-a52c062cd82f.jpg
2_f435694c-1844-4562-9e79-4e88911c9a9b.jpg
Unseen Footwear Marais White / Off-White £185.00
1_986c5868-3c7c-4deb-a1ba-fd8d44923098.jpg
IMG_0052_aadb5569-8911-4352-a3fe-f29010de68e3.jpg
Unseen Footwear Marais Black / Off White £185.00
1new_53542387-2652-4cf0-a8e1-f4f4f1ab9ab8.jpg
2_ae17334e-fc71-470c-b3d7-21e17d307042.jpg
Unseen Footwear Marais Grey/Off-White £185.00
1new_e7a43b4a-0852-454a-afd2-0ed693ac3a21.jpg
2_e5828ef2-c958-4f63-bb68-91a2fa8c38b1.jpg
Unseen Footwear Marais Taupe/Off-White £185.00
Wash-Bag-Black-1-web.jpg
Wash-Bag-Black-1-web_b6f2ac94-448e-4c74-b3a6-16e4272dc2bc.jpg
Oliver Co. London Toiletry bag £69.00
toiletry-cosmetics-pouch-black-red-4_9c4564cd-7773-4a0a-9cb6-3621a583fe2f.jpg
toiletry-cosmetics-pouch-black-red-3_cd07f39a-a8a5-440a-9373-3a927bfdbed5.jpg
Elvis & Kresse Toiletry / cosmetics pouch £75.00
passport-cover-black-2_f05e01e0-7b53-46a9-adbd-fdd4e819fa15.webp
passport-cover-personalisation-yellow-2_6a799ffe-9421-4e4f-97b7-08d7c9e0ab67.jpg
Elvis & Kresse Passport cover From £75.00
Bohemia-Beldi-Basket-Teeny-Tini.jpg
Bohemia-Design-Kitchen-Lifestyle-1.jpg
Bohemia Teeny Tiny Basket £12.00
Ultramarine_front_blue_power_bank_gomi_a9f5f7c0-cf7f-4a24-a03d-c08df29d8a56.webp
Ultramarine_GIF_gomi_power_bank_gif_2e2e6fb8-49bd-4ac7-8560-3fd32e7a4619.gif
Gomi Translucent Ultramarine £59.00
SustainableethicaldurableUSB-AcableBlackcopy_11bef4a2-e03e-4430-952e-7af675cb317a.webp
Gomi USB-A to USB-C 1.5m £20.00
EthicaldurablecablegomiUSB-Cblackcopy_5530bd31-4a5d-40ee-8c7b-a63127f9d0aa.webp
Gomi USB-C to USB-C 1.5m £20.00
orange_airpods.png
blue_front_1.png
Gomi gomi AirPods Pouch £25.00
orange_front_1.png
blue_front_2.png
Gomi gomi AirTag Pouch £25.00
PETERSHAM_ROSEUM_WASH_200ml.png
PETERSHAM_ROSEUM_WASH_500ml.png
La Eva Roseum Wash: La-Eva x Petersham Nurseries £40.00
PETERSHAM_ROSEUM_LOTION_200ml.png
PETERSHAM_ROSEUM_LOTION_500ml.png
La Eva Roseum Lotion: La-Eva x Petersham Nurseries £32.00
Shop New In

Products that make an impact on your wardrobe - not the environment

"A powerful connection is created when you can wear an item of clothing which embodies your values, or directly supports a cause you stand for whilst reflecting your style"

Featured Sustainable Brands

Floral_Elegance.webp
Les Reines
DSC_4030.webp
Conscious Yoga Collective
Vaela0229_7684527b-7e4d-4571-a024-5e85ebb3b0c0.webp
Vaela
17214_439df70a-c163-4fbc-be93-bf1b31bb3338.webp
IS.U

Free Shipping

on all orders over £100 otherwise £4.95

30 day Returns

FREE Returns with selected brands

Charity Donations

Generous APE is currently supporting WaterAid

Sustainable & Ethical

Over 200 independent brands, many B-Corp certified

FOLLOW US ON INSTAGRAM - TAG YOUR LOOKS @GENEROUSAPE

Product Reviews

We unite aesthetic and social impact with the products we curate from independent, ethical brands.

Read what our community say about the items they purchased. Earn APE REWARD points for reviewing your purchase.

The Sustainable Journal

Discover more ways to live and shop more sustainably and help combat fast fashion.

Meet our brands that are championing the APE values of Animals, People and Environment and explore the latest style guides as well as environmental news.

Become part of the APE community and together we can be the change we want to see in the world.

Earth Month

Earth Month

The month of April is the annual event which takes place, dedicated to raising environmental awareness and promoting protecting the planet. The main focus of the month is earth day on the 22nd of April....
Linen Care

Linen Care

On Generous Ape we sell a variety of linen products, here are all the tips and tricks on how to take care of your linen! When it comes to taking care of linen, temperature matters! Did...
Generous APE on The Apprentice

Generous APE on The Apprentice

It was a milestone moment for Generous APE on 3rd April 2025, we were buyers on BBC's The Apprentice!  Seeing sustainability take center stage on such a big platform was an incredible opportunity to showcase our...
Mothers Day Gift Guide

Mothers Day Gift Guide

With Mothers Day approaching, it's important to find the perfect and sustainable gift for the mothers / mother figures in your life. To make your Mothers Day shopping with Generous APE easy, here is the...
View more articles

Partner with Generous APE

Generous APE is a conscious retail marketplace & accelerator for the independent, sustainable brands of the future.

Partner with us and receive a wealth of support to elevate your brand on our Sustainable Marketplace.

Join our Accelerator Programme to work with a skilled and experienced group of business advisors who can support you and your brand to develop sustainable growth and realise your ambitions and aspirations.

JOIN TODAY