Meet the rebels WITH a cause - where the rule book has been ripped up & our relationship with fashion continually redefined.  We will inspire you to rid yourself of premeditated, preconceived ideas on sustainability – we will explore style - have fun along the way and inspire your journey to a lower impact, stylish life.



Hugo Empson 

Art, fashion and hospitality entrepreneur, Founder and Director of Generous APE. Having graduated from Leeds University with a history of art degree, Hugo went on to challenge the retail and hospitality industries by delivering technological and diverse solutions, driving business development and optimizing the scope of companies future scalability. He then joined forces with The Discovery Channel and created a concept of having a totally sustainable and responsible fashion store. He launched a Discovery flagship in Dubai and facilitated the full design and execution of the store. This was the stepping stone to launching Generous APE









David Walker-Smith 

Retail Exec with a demonstrated successful history in the Fashion & Beauty retail industry. Strategic and financial planning across retail stores including Fortnum & Mason, Brown Thomas, Stockmann, House of Fraser, Arnotts, Elys & Morleys. Defining and setting out the financial opportunity, the customer journey, the strategic & creative direction and the brand vision. Former MD Fenwick & Exec Buying Director Selfridges.






Join our counterculture to fast fashion.