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Beach Day

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

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Sophia Alexia AQUA PEBBLES RIO TWIST BIKINI TOP £95.00

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Poporcelain Porcelain Cowrie Shell Teardrop Earrings £150.00

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Of Origin COMTE NATURELLE £158.00

Ruby Rocks Ruby Rocks BALI Sunglasses £30.00

Sophia Alexia MARBLE MOSAIC MIAMI BIKINI TOP £95.00

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Poporcelain Porcelain Clam Shell Clip-On Earrings £120.00

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Dock & Bay Dock & Bay Quick Dry Towels - Pastel Pic ‘N’ Mix (Set of 4) From £80.00

Les Reines Eye of the Istanbul Ring £79.99

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Dock & Bay Dock & Bay Quick Dry Towels - Cabana - Ipanema Orange From £24.65

Ruby Rocks Ruby Rocks 'Laura Abby' Sunglasses In Black & Tort £30.00

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

Ruby Rocks Ruby Rocks RIO Sunglasses £30.00

Aspiga Tatu Heel Leather Sandals | White £65.00

Les Reines Golden Shell Earrings £99.99

Ruby Rocks Ruby Rocks Ladies 'Antigua' Oval Sunglasses In Black £30.00

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Harfi Evil Eye Fidget Spinner Friendship Gold Plated Ring £60.00

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Sophia Alexia AZURE MOSAIC RIO TWIST BIKINI TOP £95.00

Bohemia Parisienne Basket Bag, Black £46.00

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Poporcelain Porcelain Cowrie Shell Collar Necklace £480.00

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Dock & Bay Dock & Bay Beach Towels - Cabana - Phi Phi Pink From £25.00

Mavi Bikini Ortigia - triangolo £45.00 ~~£65.00~~

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Bohemia Beldi Baskets From £24.00

Ripa Ripa Paraggi Blu £131.00

Mavi Bikini Ibiza £65.00

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Poporcelain Little Mermaid Porcelain Seashell Necklace £260.00

Dock & Bay Dock & Bay Quick Dry Towels - Seaside Sunrise (Set of 4) From £80.00

Bohemia Valencia Shopper Basket, Black £48.00

Aspiga Nyla Beach Kaftan | White £140.00

Ripa Ripa Paraggi Giallo £131.00

Sophia Alexia CANDY PEBBLES BEACH SHIRT £100.00

Ripa Ripa Rosso Veneziano £113.00

Mavi Bikini Hair Band for Pareo Sole £8.00

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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

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Mavi Bikini CHERRY ON TOP 2 Bikini £74.00

India and Mills Jaipur Buta Beach Dress £105.00

Out Of Sync Printed Shorts £130.00

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Dear Prudence Bettie - Linen Skirt £60.00

London Atelier Byproduct White rushed mini dress with corset top and black application £225.00

Out Of Sync Black Bralette Top £70.00

India and Mills Olive and Rose Maddie Dress £175.00

London Atelier Byproduct Smocked black and white balloon multi wear skirt or dress £160.00

Out Of Sync Mango Wide Leg Trouser £150.00

London Atelier Byproduct Wide stripes smocked mini strapless dress £255.00

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Dear Prudence Sadie - Linen Cropped Trousers £80.00

London Atelier Byproduct Black White Striped Tailored Blazer £155.00

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Dear Prudence Nattie - Linen Longline Top £45.00

Out Of Sync Stone Crop Fringe Bralette £70.00

London Atelier Byproduct Black corset dress with contrasting trap ties £210.00

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Dear Prudence Annie - Linen Dress £80.00

Under Her Eyes DELILAH LARGE SHOULDER BAG Leather - Black £295.00

Out Of Sync Teal Cowl Camisole Top £70.00

Out Of Sync Striped Crop Top £70.00

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Dear Prudence Bonnie - Linen Jumpsuit £60.00

London Atelier Byproduct Black smocked top with white balloon peplum £150.00

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Dear Prudence Catie - Linen Shorts £50.00

Dear Prudence Dollie - Linen Shirt Dress £85.00

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Dear Prudence Sallie - Linen V-Neck Top £45.00

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Dear Prudence Lizzie - Linen Collared Shirt £65.00

Dear Prudence Gracie - Linen Short Top £45.00

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Dear Prudence Winnie - Linen Sundress £80.00

London Atelier Byproduct Striped one shoulder corset with big bow £220.00

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London Atelier Byproduct Black rib knit corset top with bows £165.00

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London Atelier Byproduct Smocked black and white balloon multi-wear skirt or dress £160.00

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"

Out Of Sync

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London Atelier Byproduct

dearprudence

Under Her Eyes

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Over 200 independent brands, many B-Corp certified

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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.

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! When it comes to taking care of linen, temperature matters! Did...

Generous APE on The Apprentice

April 06, 2025

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...

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