Two brothers, one choice.

To live ethically for Animals, People and the Environment.

Our journey began in 2017 when we made the leap to veganism to get healthy through a plant-based diet. Gradually, this shift in lifestyle opened our eyes to how unsustainable living is spoiling the air we breathe and the world we love.

It didn’t take us long to realise a change in diet wasn’t enough. We needed to cut down on our waste – to reduce, reuse, and recycle as much as humanly possible. Turns out, shopping sustainably is harder than cutting butternut squash with a blunt knife.

Researching the best places to shop zapped our time and energy. Which made us think …

How can we make ethical shopping painless? And not just for us, but for everyone?


Step one: sacrifice our social lives (so you don’t have to) to source the best fairtrade, animal-free and eco-friendly fashion and lifestyle products on the market.

Step two: open a shop to connect people to the ethical products we’re crazy about.

APE is born

We created APE so that you don’t have to compromise on quality, variety or style to live more compassionately.

Our wares are handpicked and sustainably sourced giving you access to the best eco-friendly clothes and lifestyle products on the market.

Show the world the ethical option isn’t the lesser option when you shop at APE.


APE was created by Ollie and Jake Johnson, two brothers who previously founded a window cleaning business. Swapping squeegees for e-commerce, Ollie and Jake sold the business in 2019 and embarked on a new mission to help make the world a better place.