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. On Sarah's return she decided to continue with the morals adventure, and her mama, Ingrid, joined her.

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

Sarah is in charge of brand (while she currently completes her honours degree at Vega), and Ingrid runs the production. Together they design and make the best hats for every adventure under the sun! Creating something that is unique for each person is their passion. 

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

Sarah & Ingrid xxx