Generous APE

The new curated online department store for sustainable shopping

Generous APE may only be a year old this February, but its impact is already global. APE stands for Animals, People and Environment, and founder Hugo Empson’s vision was to launch an online platform where small independent, sustainable businesses thrive and work together to influence seismic change and make a positive impact on the world. The result is a community of 150-plus sustainable style-led brands.

‘There is a rebellion against fast fashion and retail’s toxic relationship with the planet,’ says Hugo. ‘Our partnered brands are leading from the front and need all the support, infrastructure and incubation to amplify their businesses to the wider consumer. Big business can learn a huge amount from founders in the sustainable and ethical sector. Generous APE was created out of a passion for quality, style and design in conscious retail, proving that you don’t have to sacrifice stylistically to shop sustainably.’

Generous APE was created out of a passion for quality, style and design in conscious retail

Generous APE offers a unique route to market for both small and independent planet conscious brands, also providing crucial support and services for content and brand campaigns. This creates a captivating experience for customers, who trust in its curation of style and sustainability.

One of Hugo’s favourite companies on the site is South African Afrosurf brand, Mami Wata. ‘It supports children through the surf therapy organisations, Waves for Change and Surfers Not Street Children. Reaching over 1,600 children a day through their programs and projects, they are also building surf communities to encourage tourism through surf camps and inspiring African surf culture, celebrating the greatest undiscovered surf spots in the world along the coast of Africa.’

Likewise, Generous APE donates 10 per cent of its profits to like-minded causes, looking to partner with charities which cover all bases. The brand is thrilled to be part of the Buy an Acre scheme with the World Land Trust, which focuses on protecting endangered rainforests. So far, the brand has bought over ten acres. Generous APE also plants five trees per order through Greenspark, a sustainability impact platform.

The future is bright. ‘Having our own shops is right up there on our agenda,’ says Hugo. ‘We are focused on creating a community for both brands and customer, where we can learn to forge a much greener and conscious relationship between retail and our planet. At Generous APE, we are constantly thinking of new ways to innovate and inspire living a lower impact lifestyle, and creating a catalyst for positive change for the planet.’