HOW WE BEGAN

"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 lightbulb 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 lightbulb was lit – and led to the founding of Generous Ape, a style-led conscious platform with a curation of brands and products that ensures consumers are truly making a difference to our planet."

Hugo Empson. Founder of Generous APE

THE APE

Generous APE stands for being Generous to Animals, People and the Environment and is our mantra in everything we do here at Generous APE. The brands we choose to work with share our ethos and by visiting their brand pages you can see what their sustainable pledge is to animals, people or the environment.

As a business we donate 10% of our profits to The World Land Trust which goes towards buying an acre, this supports the purchase and protection of threatened habitat where WLT partners buy land for an average of £100 an acre and to date (Feb 2023) Generous APE has purchased 2500 acres of land!

We also support Greenspark and for every order on Generous APE 2 trees will be planted in your name, plus you'll recieve a certificate! Purchasing with purpose at Generous APE means you are making change for the good and towards animals, people and the enviroment. To date 7355 trees have been planted with Greenspark, this is equal to 2.94 hectare of forest area planted, thats 4,144 football pitches worth of trees planted - thanks to our generous customers.