Our Story

Amy Morris Owner Kinderwilder

Meet Amy Morris - The Founder

Amy is a lover of the great outdoors having grown up in the remote countryside of Northumberland surrounded by fields and woodlands. Emigrating to New Zealand at the age of eight she fell in love with the beaches, running barefoot in summer, and snowboarding in the winter. 

Amy completed a Bachelor of Communications Studies at Auckland University of Technology before studying design.  This lead to professional roles in PR, brand design and campaign management, which eventually brought her back to the UK.

In recent years Amy has returned to her lifelong passion for sewing and textiles, colours, textures, dressing up, creating things and generally making a mess. 

In 2014 she completed her millinery training at London's Kensington and Chelsea College. Working in the industry however Amy became increasingly aware of the lack of transparency across both sourcing and production.

Her brand KINDERWILDER was born from a desire to establish an ethical fashion company which brings together beautiful, sustainable fabrics and supports traditional hat making production. 

Amy lives in North London with her husband and two wild, beautiful children. 

Be Kinder. Be Wilder.

KINDERWILDER is about being honest, free, confident and conscious in how we relate to ourselves, others and to the environment in which we live.

Established in 2019 with a mission to create beautiful contemporary hats for women, our collections are crafted in a responsible way – building a brand that celebrates artisanal craft, provenance and ethical, traceable production.

Our hats are beautiful, chic and understated. We design our collections in palettes that integrate easily, whether dressed up or down; an aesthetic that is relaxed yet assured (with a healthy dose of the bohemian thrown in too!). Contemporary city caps and panama hats for all occasions. 

We love the creativity of what we do. The fabrics, textures, styles and fit, but we’re not about fads or fast fashion. Our hats are made to last, season after season. And moreover, they each have a story too, from the fibres of the cloth to the fibres of the straw.

Our values on cruelty-free, fair fashion are uncompromising.  We serve a growing audience that demands traceability and transparency in what they buy.

Oh, and we don’t use any plastic at KINDERWILDER.  Not in the product, not in the trims, not in the tags, not in the packaging or merchandising.

View the latest collection of contemporary hats crafted  with conscience

Carla Gatsby Cap