the counterculture to fast fashion

Get to know Generous APE

We are the counterculture to fast fashion, consciously curating sustainable style led brands that share our values.

We give back 10% of annual profits to selected charities underlining our commitment to our principles as well as profit,

ensuring that every purchase has a purpose.


Meet the Founder

"Climate change was still a debate when I was growing up, science did not offer the answers we have today.

I have always been fascinated by the natural world, and my light bulb moment was at a young age on holiday in Kenya when I learnt about the risk to species and fragile ecosystems in both the sea and land.

I couldn’t understand how these practices around deforestation, mass scale fishing and hunting of endangered species where only getting progressively worse.

It was from that unveiling that my green light bulb was lit – and led to the founding of Generous APE in 2019, a style-led conscious platform with a curation of specially chosen independent brands and products that ensures consumers are truly making a difference to our planet."

" 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 founders we work with inspires and drives us to do more. "