Our brand promise

We design and develop for a new tomorrow. Determined to be game changers,
we refine our knowledge and take action.

We design and develop for a new tomorrow. Determined to be game changers, we refine our knowledge and take action.

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, refining our knowledge and taking action have always been 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 begins to establish a humane 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 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. The world has changed. More and more people are turning their backs on mass-produced, low-quality, low-priced goods. Consumer behavior is changing. 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 industry.
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 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, 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.
Regenerative cotton is the next step in clothing innovation. It can help restore and replenish the natural environment and contribute 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.
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.