Products made with compassion, for animals, people and the planet

“Trying to balance a busy life with living thoughtfully is a challenge for many people. This is why we created APE. Making ethical clothing easily available is what we can do to help make the world a better place for all.”

- Ollie Johnson -

We’re dedicated to having a positive social and environmental impact. Which is why APE embodies our ethics from the way we source our products to how we treat you and our people. As we learn more about the needs of this planet, we will work hard to continually improve our practices. So you can always rely on APE for easy ethical living without compromise.


Cruelty-free, fairtrade, eco-friendly and free from animal by-products. Rest assured every item we sell at APE is sustainably sourced and ethically-made. We have built strong relationships with our suppliers who share our values and ethics. They have been vetted personally by Ollie and Jake, APE’s founders, to ensure their business practices match ours in every way. Plus, the boxes your goods arrive in have been used before by other businesses (which means they don’t have APE branding). Feel good knowing every purchase you make doesn’t equal more waste in our landfills.

We also use ethical materials such as 100% biodegradable mailing bags, bio-degradeable tape and recycled card to ensure our processes are as ethical as the products we sell.


We love to improve. Think we can be better ambassadors for animals, people and the environment? Tell us how. Found a favourite brand we’re not stocking? Let us know. Discovered a new way to support the environment? We want to hear about it. Chat to us here.


We’re passionate about improving the quality of life for people and animals. Which is why 10% of our profits go to nominated charities chosen by you.


We treat everyone as equal. APE employees have access to the same benefits and training opportunities regardless of sex, gender, age or disability. Likewise, all wages and benefits meet or rise above industry benchmark standards. And as the business grows, so will our employees’ income.


Our employee’s health and happiness is important to us. To keep our workspace as risk-free as possible, we have solid health and safety measures in place which we regularly review.

We also recognise our staff on an individual level, and our working environment is a safe space for disclosure so those dealing with personal difficulties can easily ask for help.