About us

Morals the brand is a proudly South African brand located in Jozi, founded by Sarah Moralee in February 2019. It all started as a fundraiser to fund Sarah's school trip to Nepal. Once Sarah challenged Nepal's culture and made memories for a lifetime, Ingrid and Sarah decided to continue making and selling hats.

We are still a mother-and-daughter team. Ingrid runs the manufacturing side while Sarah manages the marketing aspects. Sarah is currently studying BCom Marketing Management at the University of Pretoria and tries to incorporate her studies into Morals. We love to make people feel special in their outspoken morals hats and vibey tops. Creating something that is unique for each person is our passion. 

The name "morals" is a play on our surname "Moralee" and was Sarah's nickname at school. 

Our inspiration comes from everyday experiences, spurring us to continually develop new patterns, new fabrics and new ideas. Our batches are small or one-offs which aligns with our belief in slow fashion. Every day is an adventure, assuring that morals will never be boring. 

Sarah & Ingrid xxx