UP TO 50% OFF

WINTER SALE

SHOP SALE

Be the change you want to see in the world

Generous APE - The 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 people to adopt a seamless transition into a more conscious and sustainable lifestyle.

__

"The movement of sustainable retail is about progress not perfection, we don’t have all the answers today, but the innovation, passion and determination of the brands we work closely with inspires and drives us to do more" - Hugo Empson

New In

Shop New In

Neem London Recycled Italian Flannel Green Cut Away Shirt £140.00

AmourLinen Linen shorts pyjama set BILLY £179.00

1.MAIN_HEXED_LOGOTEEIMAGEjpg_5e7c741d-ffee-44a2-a44f-daf47fa773ec.jpg

Hexed Fashion ORGANIC LOGO UNISEX TEE £32.00

Neem London Recycled Double Faced Wool Orange Navy Spot Classic Scarf £135.00

Neem London Recycled Italian Flannel Navy Cut Away Shirt £140.00

Deidei Noor Skirt in Pecan £180.00

Pott Candles The Orangery Scent in Standard Speckle Pott £55.50

Deidei Ada Blouse in Pecan £220.00

AmourLinen Classic linen pyjama set HARRY £209.00

20231111_320MHz_Candles_Gold_LOWRES_cce0066e-1a56-4cb0-a11f-0c4b70832522.jpg

320 MHz Gold 'The Lighthouse' Ambient Mood Candle £34.00

Deidei Ella Trousers in Pink £210.00

Eye_serum_balm_LOWRES_bf3c2615-1426-4eb5-844b-700291567225.jpg

320 MHz Rose Otto Eye Serum Balm 'Birds of Paradise Collection" £68.00

liquid-concealer-002_f34368a2-0431-4e62-8e5a-73d9a3562402.jpg

Lola Makeup Lola Long Lasting Liquid Concealer £9.90

Lola Makeup Lola Matte Liquid Lipstick Love Collection £7.95

mate_long_lasting_102_dominatrix_3bbe68f5-434b-452e-b7b0-db56df5dc694.jpg

mate_long_lasting_104_cheeky_cherry_b9a209c7-bb45-4c33-8429-7e4aaf08b01f.jpg

Lola Makeup Lola Matte Long Lasting Lipstick £12.00

Lola Makeup Lola Flawless Fixing Powder £12.95

Lola Makeup Lola Foundation Brush £10.95

Lola Makeup Lola Highlighting Concealer Pen £13.95

Lola Makeup Lola Illuminating Highlighter Powder (Variation) £10.95

Lola Makeup Lola Lip Pencil £7.95

Lola Makeup Lola Liquid Eyeliner Black £12.00

Deidei Emmeline Dress £250.00

Deidei Florence Dress £350.00

Deidei Frida Dress £295.00

Deidei Rosa Dress £255.00

Deidei Florence Dress £350.00

Deidei Malala Jacket in Pink £270.00

Deidei Maya Dress £330.00

CreamLipstick_No_001-Litchee_OpenDoor_WithLine_Carol.jpg

ALLEGORIAAW18LOOK2-amaz-1000-pt2-nail17-lipgloss02-blush05.jpg

Lola Makeup Lola Chubby Cream Lipstick £12.00

Clarity-Blend_03031_152632f1-a9e8-4766-a4e1-9fb2b9b8b3ef.jpg

Clarity-Blend_04071_278f8bf1-9a31-4fae-b349-8649aa21415d.jpg

Clarity Blend Clarity Blend Active Life Body & Bath Oil £19.00

AmourLinen Linen loungewear set OLIVER £209.00

WhatsApp_Image_2024-10-20_at_12.31.03_PM.jpg

WhatsApp_Image_2024-10-20_at_10.49.52_AM.jpg

House Babylon BATHROBE | WAFFLE LAUREL GREEN £50.00

Floral Street Fragrance Discovery Set £20.00

Palm_cone_front_black_c14acc8b-d133-42d1-9eb7-dbbbd1396dc7.jpg

Palmconesideblack_7c8f457d-016f-496a-b1b2-285683b1cb34.jpg

Khokho Palm Cone Shopper Black Leather £135.00

Nail Kind (ir)resistible £8.95

Nail Kind Moroccan Sunrise £8.95

Nail Kind Tempt Me £8.95

Nail Kind Candy Floss £8.95

Nail Kind Truffle Temptation £8.95

Gandys Almond Devon Beanie £20.00

Shop New In

Editors Spotlight

Our top products for the season

Shop All

Deidei Ada Blouse in Pecan £220.00

Harfi 18ct Gold Plated Luxe Pave Huggie Earrings £60.00

Made to Order

Fanfare Label Celeste Linen Trousers in Black £199.00

Made to Order

Fanfare Label Elm Braided Upcycled Denim Jeans £159.00

JullianaTrousers_0004_jullianatrousers_pearlcardi_11350_bd6d9cad-02b9-4d69-981d-e534a2eec330.png

JullianaTrousers_0002_jullianatrousers_pearlcardi_11418_47dea48b-7ea4-44e1-9c7d-64177661348b.jpg

Aspiga Juliana Drawstring Trouser | Chambray Blue £130.00

Aspiga Zip Front Stretch Corduroy Jumpsuit | Cream £200.00 ~~£250.00~~

untitled_115of142_483ec4de-a298-4b77-9fd9-e6d8098cf3b3.jpg

untitled_116of142_ff090144-88ad-4efe-9a82-76c487b21bb3.jpg

Mirla Beane Cashmere Mix Lurex Cardigan with Collar Black / Gold £115.00 ~~£145.00~~

RAIA Soft Brushed Cotton Sweatshirt - Grey £65.00

photo_template-recovered.psd_0302__0010_1617204881-pea_coat_19-04-01-07_shot6_3bac3303-da04-4ea3-9117-8f7de438e6a2.jpg

Will's Vegan Store Mens Pea Coat £224.00

baguettechaindropballstudswhite_edd2c515-2664-4330-8c21-c920022c8990.jpg

baguettechaindropballstuds1_faa638a0-226c-464e-a014-e18251faac58.jpg

Lily Flo Jewellery Rising Star Baguette Chain Ball Studs From £325.00

MESSYWEEKEND DENNIS - Red Green £85.00

Phototemplate.psd_0254__0012_1611308048-recycled_vegan_shearling_moto_jacket_f_1.jpg

Phototemplate.psd_0250__0011_1611308048-recycled_vegan_shearling_moto_jacket_flat_1.jpg

Will's Vegan Store Recycled Vegan Shearling Moto Jacket £166.00

TeddyPuffer_0005_1633516931-Recycled_Vegan_Teddy_Puffer_jacket_20-05-15-61_6_51f28cf0-8de0-4622-a80c-ba6761a6850c.jpg

life_0001_Layer50_a002cdc5-4f7a-4cf9-b5b1-986e352db3ed.jpg

Will's Vegan Store Recycled Teddy Puffer Jacket £150.00

ModelShots_1__0014__DSC6303-vmake_eeb5a0ef-42a7-4d82-b739-28cce20ddb9e.png

Will's Vegan Store Structured Vegan Wool Coat From £180.00

StructuredVeganWoolCoat_0005_StructuredVeganWoolCoat19-04-05-01_shot1_dd5937e2-42a0-42bc-b936-53641371be56.jpg

StructuredVeganWoolCoat_0004_StructuredVeganWoolCoat19-04-05-01_shot2_f601915f-7154-46ff-b812-6fa32e99256d.jpg

Will's Vegan Store Structured Vegan Wool Coat £197.00

Komodo KAIA - Wool Blend Twill Coat Chestnut £165.00

KAIA-Charcoal---MAEVRA-Ivy---TIGER-Winter-White---2.jpg

Komodo KAIA - Wool Blend Twill Coat Charcoal £165.00

black-berland-puffer-jacket-539611_cffdea42-6713-43bb-ab70-0d75bcc64ae7.jpg

black-berland-puffer-jacket-333696_07817da7-0dc1-4ca2-b752-328c95e0ee18.jpg

Gandys Black Berland Puffer Jacket £125.00

Gandys Men's Navy Bergen Waterproof Jacket £125.00

Phototemplate.psd_0063_moto-jacket-front_1_e88a5ca7-48b2-4476-b9b6-871b1aed766b.jpg

Phototemplate.psd_0061_moto-jacket-3_c121ddf3-0011-4770-8ae1-58623e940675.jpg

Will's Vegan Store Moto Jacket £150.00

Komodo EMU Hooded Wool Jacket - Black £165.00

Will's Vegan Store Oversized Recycled Vegan Shearling Aviator Jacket £205.00

Shop All

Free Shipping

on all orders over £100 otherwise £4.95

30 day Returns

FREE Returns with selected brands

Charity Donations

10% of annual profits donated to forest conservation

Sustainable & Ethical

Over 200 independent brands, many B-Corp certified

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"

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 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.

Batch LDN Suits: Redefining Modern Menswear

Partner with Generous APE

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

Join our community and receive a wealth of support and benefits to elevate your brand.

JOIN TODAY

Cart0 items

Generous APE - The Sustainable Marketplace

Featured Brands