Get ahead of the sustainable style curve


Welcome to Generous APE

And if you're wondering, APE stands for Animals, People, Environment and we pledge 10% of annual profits to great charities and causes. We are the counterculture to fast fashion ensuring that every purchase has purpose. Read our story here.

Latest Journal post

Hugo Empson, founder of Generous APE, headed out last Sunday to the Extinction Rebellion March in London. Read his journal entry on his views, passions and disappointments.

"The truth of the matter is, climate change is very real.  The facts and science don't lie. So who is in fact mad? The activist, campaigning & protesting against truth or the bystander, watching and doing nothing?"

Read here.