Our brand promise

We design and develop for a new tomorrow. Determined to be one of the game changers
– we take action by sustainable innovation.

Spirit of ’69

join our journey

We were born out of the refreshing 1969 spirit that we can actually change the world together. At KnowledgeCotton Apparel, sustainability has never been a question for us. It’s part of our DNA.

Milestones

1969
Jørgen Mørup founds Mørups Stofvæveri in Herning, Denmark. Later called J. Mørup Stof.
Coming across an old knitting machine and a rundown fire station in Herning, Jørgen Mørup began to manufacture fabrics.
Looking in the rearview mirror, there is no coincidence that the company was born out of the 1969 spirit. From the very beginning, the family business was characterized by a different way of thinking. A different way to relate to the industry, to the farmers, the producers, and the consumers.
1970’s
The company starts to question the chemically intensive farming of cotton and struggles to establish a humane and sustainable supply chain.
1980’s
Early adopters of organic cotton.
1994
100% organic cotton throughout the production.
2008
Mads Mørup launches KnowledgeCotton Apparel.
Mads Mørup together with a dedicated group of friends and family wanted to challenge one of the dirtiest industries in the world.
With KnowledgeCotton Apparel a unique company spirit was formed. A set of values based on respect and a relentless desire to always move on, gain knowledge, develop new ideas and take our concepts further. It is in our brand DNA to lead the way. But also to help push the industry forward and to stand up for the belief that we can make a difference together.
2009
Starts to introduce new sustainable materials such as recycled PET, organic wool and organic linen in addition to organic cotton.
2014
Winner of the CSR Fonden Environment Prize.
2019
Carbon neutral certified company. New product lines featuring clean denim and outdoor clothing complement the casual line. Sold in over 600 stores across 20 countries. Winner of several sustainability and design awards.
KnowledgeCotton Apparel is sold in over 600 stores across 20 countries and the company is praised for its sustainability efforts. The world has changed. More and more people are turning their backs on mass-produced, low-quality, low-priced goods. Consumer behavior is changing and values, such as sustainability and responsibility, are becoming requirements. The very same things we have been talking about for 50 years are suddenly on everyone’s lips. As a clothing company, we cannot change the world alone. But we are determined to be a game changer in our own business.
2020
Knowledge is for all – launching women’s clothing and a Young Knowledge collection.
Knowledge is for all: Launching Women’s clothing and Young Knowledge, we reach yet another great goal in our work for fair and sustainable fashion. For the first time, our clothing range is available to everyone – men, women and children.
It has always been a dream of ours to one day be able to present a carefully crafted women’s och children’s collection – based on the same certified manufacturing partners, responsible methods and materials as our men’s collection. The dream has now become reality. In times when our market is going through a massive transformation, we see this as a great opportunity to bring about change.
2021
Introducing Regenerative Organic cotton. Converting 373 of our cotton farms in India to Regenerative Organic farming.
Introducing Regenerative Organic cotton – a hopeful solution to start global cooling and repairing our damaged planet. Being a product of regenerative agriculture, Regenerative Organic clothing helps restore and replenish the natural environment and contributes to soil health, biodiversity, animal welfare, and fair working conditions for farmers. The holistic approach is what makes it so inspiring and hopeful. It ticks all the boxes that we are trying to address in our work, going beyond sustainability and actually repairing the planet.
2022
As of Q3 2022, we are a carbon positive company throughout Scope 1, Scope 2 and Scope 3.
This means that we have done everything we can to minimize our carbon footprint related to our company – real estate, energy, cars, travel, shipping etc. For the rest, including our entire supply chain, we offset it by supporting various climate projects.

2022
As of Q3 2022, we are a carbon positive company throughout scope 1, scope 2 and scope 3.

This means that we have done everything we can to minimize our carbon footprint related to our company – real estate, energy, cars, travel, shipping etc. For the rest, including our entire supply chain, we offset by supporting various climate projects.