Our story
Kindly Curated began with a simple idea — that kindness can take form.
That the way we source, make, and wear things can express respect: for the land, for those who breed and care for the sheep, and for the pace at which beauty naturally unfolds.
Our home is Uruguay, a small country of open horizons, gently rolling hills, and clean blue skies. Here, almost all energy comes from renewable sources, and wool has long been part of daily life — practical, beautiful, and deeply tied to the landscape.
Our family has been in love with wool for many generations. Together with a small group of farmers, we founded CRILU, an organization born from the dream of producing in Uruguay the finest merino wool in the world. Kindly Curated uses only wool from CRILU farms, certified to the highest standards globally (see The Wool for certifications).
I grew up surrounded by this landscape and its quiet rhythm — learning from my parents the value of patience, craftsmanship, and respect for the natural world. Kindly Curated is my way of translating that inheritance into a language of design: one that feels both timeless and tender.
Each Kindly Curated piece is the result of small-scale collaboration between nature and people. Our artisans weave, knit, and finish garments in local workshops where traditional machines and modern sensitivity coexist. Nothing is rushed. Every detail has a reason.
We make fewer things so that each one matters — garments meant to be worn, cared for, and passed on.
Kindly Curated is not about fashion seasons; it’s about rhythm, connection, and the quiet confidence of something made well.
To curate kindly is to choose with intention.
We hope you feel that intention in every thread.
— Jimena Popelka, Founder