Generous APE is the online marketplace inspiring a sustainable retail future. We have partnered with over 150 brands that give back to either Animals, People or the Environment (APE) who align themselves with our values and philosophy of retail where people can purchase with a purpose and a true focus towards sustainable, ethical, and charitable means of retail.

As a model, Generous APE proves that people don’t have to sacrifice stylistically to shop sustainably. We are the counterculture to fast fashion, with an ethos rooted in a responsibility to the planet. Generous APE donate 10% of our profits annually to carefully selected charities and causes globally, to ensure that every purchase people make has a purpose.

The fashion industry is responsible for 10% of annual global emissions and fundamentally needs to change. We offer customers a marketplace of truly inspiring brands with brilliant products, upholding principles of responsible retail hand in hand with high standards of quality, style, and design.