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 mission: making ethical shopping easy, accessible, and stylish.
 
As official buyers in the sustainable fashion challenge, we had the chance to select pieces that align with our vision for a more conscious future.
 
We couldn’t have done this without our amazing community, brand partners, and everyone championing a more sustainable way to shop.
 
This is just the beginning, thank you for being part of the journey!

Hugo Empsom

Founder of Generous APE