Generous_APE_Homepage_Banner_7_ba36c2dc-5b1b-43c7-9d9d-4b3620d1f691.png
SHOP WOMEN'S
SHOP MEN'S
094B7B55-38A7-42E7-AC57-4CD5EBCE39CB_6fcabcb8-5903-4d44-a490-a00e8d367e90.webp
Women's Clothing
knIdUZEQ.webp
Men's Clothing
E_015_N_024_20230613_Bellagerard_1500x1500_920a1ffb-3b17-4de1-b937-f138369f34a0.webp
Accessories
Chequered-Baskets-Group-BohemiaDesign-1_502b563d-bd3d-4bbe-829c-094e60ceebbb.webp
Home & Lifestyle

Beach Day

Shop our edit for everything you need for a perfect beach day!

Shop All
C49036F6-1603-466E-9541-3849C8035028.jpg
8656FD76-1AEE-4687-A815-C23D9B92E052_6c485da9-bbb0-4dd0-89c7-565d4fd762b1.jpg
Sophia Alexia AQUA PEBBLES RIO TWIST BIKINI TOP £95.00
Shop All

Be the change you want to see in the world

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

New In

Discover the newest arrivals from our independent brands

Shop New In
IMG_4566_331aff23-0491-4b24-8dab-5736e5cd78ba.jpg
IMG_4591_a6f9cae2-0578-4489-a761-36072b2ba2fe.png
Mavi Bikini BALI Bikini £72.00
Shop New In

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"

Featured Sustainable Brands

Floral_Elegance.webp
Les Reines
DSC_4030.webp
Conscious Yoga Collective
Vaela0229_7684527b-7e4d-4571-a024-5e85ebb3b0c0.webp
Vaela
17214_439df70a-c163-4fbc-be93-bf1b31bb3338.webp
IS.U

Free Shipping

on all orders over £100 otherwise £4.95

30 day Returns

FREE Returns with selected brands

Charity Donations

Generous APE is currently supporting WaterAid

Sustainable & Ethical

Over 200 independent brands, many B-Corp certified

FOLLOW US ON INSTAGRAM - TAG YOUR LOOKS @GENEROUSAPE

Earth Positive Business

Click to learn more.

9,222 trees planted
312 days of water supplied

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 REWARD 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.

Earth Month

Earth Month

The month of April is the annual event which takes place, dedicated to raising environmental awareness and promoting protecting the planet. The main focus of the month is earth day on the 22nd of April....
Linen Care

Linen Care

On Generous Ape we sell a variety of linen products, here are all the tips and tricks on how to take care of your linen! When it comes to taking care of linen, temperature matters! Did...
Generous APE on The Apprentice

Generous APE on The Apprentice

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...
Mothers Day Gift Guide

Mothers Day Gift Guide

With Mothers Day approaching, it's important to find the perfect and sustainable gift for the mothers / mother figures in your life. To make your Mothers Day shopping with Generous APE easy, here is the...
View more articles

Partner with Generous APE

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

Partner with us and receive a wealth of support to elevate your brand on our Sustainable Marketplace.

Join our Accelerator Programme to work with a skilled and experienced group of business advisors who can support you and your brand to develop sustainable growth and realise your ambitions and aspirations.

JOIN TODAY