At Wilma & Morris, sustainability is not just a word – it is the core of how we create our hats. We personally source our materials and set high standards for quality and longevity. Each collection begins with careful consideration of new materials that can be used for our products. It is not enough for the fabrics to be recycled – they must withstand washing and use for at least 15 years for us to approve them.

We look at sustainability over time. A hat that lasts for 20 years, even if it is not recycled, has a greater environmental benefit than a recycled hat that wears out after just two years. Therefore, we prioritize timeless quality and durable materials that can accompany children from infancy and beyond, while still maintaining shape, color, and function.

Each season is an opportunity to discover new materials and qualities. We carefully test how fabrics perform in different models and always choose the one that best combines comfort, durability, and style.

We source materials from Latvia and Italy, close to our production sites, to reduce transportation and climate impact. At the same time, we use recycled materials in some products where possible, without compromising on sustainability or quality.

Our philosophy is simple: we want to create hats that are safe, durable, and beautiful for children of all ages. By combining carefully selected materials, long lifespan, and conscious purchasing, we can be a brand that both parents and children can trust.