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Discover the newest arrivals from our independent brands

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Lily Flo Jewellery Orba Diamond Ring £1,050.00

Lily Flo Jewellery Orba Diamond Eternity Ring £1,050.00

Lily Flo Jewellery Orba Bead Eternity Ring £865.00

Lily Flo Jewellery Orba Triple Diamond Glow Ring £975.00

Fablou The Capsule Set | Luna Khaki + MOVE Khaki £69.00

Fablou The Capsule Set | Luna Black + Luna Sand £78.00

Fablou The Capsule Set | Luna Black + MOVE Black £69.00

Fablou The Capsule Set | Luna Sand + MOVE Sand £69.00

Lily Flo Jewellery Orba Waterfall Glow Ring £695.00

Lily Flo Jewellery Orba Glow Ring £625.00

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Lily Flo Jewellery Celestine Granule Station Bracelet £455.00

Lily Flo Jewellery Celestine Granule Station Necklace £650.00

Conscious Yoga Collective The Cactus Weekender £90.00

Conscious Yoga Collective The Zebra Cotton Weekender £66.00

Conscious Yoga Collective The Ultimate Leopard Travel Set £40.00

Conscious Yoga Collective Jungle 3 Piece Travel Set £35.00

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Generous APEThe Style-Led Destination for Sustainable Brands

Purchase with purpose and be generous to to Animals, the Planet and the Environment by shopping with the Generous APE Sustainable Marketplace.

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

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Frolickers Convertible Sweetheart Cotton Top | Grey Melange £68.00

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Fanfare Label Dora Oversized Upcycled Blue High Waisted Jeans £189.00

Amadeus Bijoux Lola Flat Moon Hoop Earrings £65.00

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Ingmarson Striped Slit Dress Black & White £145.00

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BEEN London Millais Acacia Bag £225.00 ~~£320.00~~

Harfi Freshwater Pearl Double Chain Wedding Bracelet Gift £85.00

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Sophia Alexia AQUA PEBBLES RIO TWIST BIKINI TOP £95.00

Cinere Cinere High Protection Multi-Layer Sunscreen Cream SPF 50+ £24.00

Mavi Bikini Sole - two-piece double-sided £60.00 ~~£75.00~~

Ripa Ripa Polo Vomero £122.00

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Bohemia Beldi Baskets From £24.00

Nuoceans Coco £80.00 ~~£90.00~~

Planet Loving Company The Slip Dress £300.00 ~~£725.00~~

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Amadeus Bijoux Laura Gold Chain Necklace with tiny pearls £140.00

Neem London ZQ Merino Navy Stripe Long Sleeve Polo From £100.00

Harfi Statement Gold Plated Teardrop Style Stud Earrings £75.00

Ruby Rocks Ruby Rocks Ria Fascinator - Pink £22.00

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Cara & The Sky Paula Gingham Cotton Knitted Maxi Dress - Hot Pink £95.00

Out Of Sync

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London Atelier Byproduct

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Under Her Eyes

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"

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Product Reviews

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.

Plastic Free July

July 07, 2025

Plastic Free July is a world-wide campaign and movement created to collectively cut down on single-use plastics which began in 2011 engaging over 100 million participants. This month creates alternate habits which could last a...

Generous APE acquires The Revivas

June 17, 2025

The UK-based ‘Home of Sustainable Brands’ is using a Buy and Build strategy to become the leading force in the sustainable brand marketplace space. London, 20th May 2025 - Generous APE has acquired peer platform...

Earth Month

April 07, 2025

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

April 07, 2025

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! How to take care of your Linen When it comes...

View more articles

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