The core of our business is to refine knowledge and take action

Our Business Core

The facts are here before us

Nearly 150 billion pieces of clothing are produced every year. 60% ends up in incinerators or landfills within a year.
Fashion is the second most polluting industry in the world.
GENeco (
The fashion industry accounts for about 10% of the world’s greenhouse gas emissions and is responsible for 20% of all global wastewater production.
UNEP and the Ellen MacArthur Foundation (
About 2,000 different chemicals are used in textile processing – yet only 16 are approved by the Environmental Protection Agency.
More chemicals are used for cotton than any other crop, and cotton uses immense quantities of water.
“Though the manifestations of fear differ slightly for each generation, there are commonalities that are impacting all ages – the two largest being environmental and financial uncertainty.”
WGSN Future Consumer 2022
“The pandemic will bring values around sustainability into sharp focus, intensifying discussions and further polarising views around materialism, over-consumption and irresponsible business practices.”
“Sustainability credentials will be employed as one method to regain consumers’ trust and wallets as they emerge from the discounting slump.”
The State of Fashion 2020, McKinsey & Company

How do we stay relevant?

Consumers wouldn’t care if 77% of all brands disappeared tomorrow.

Only 23% of all brands are considered meaningful because they:
• Make someone’s life easier
• Have an impact on society
“Shoppers are becoming more environmentally and socially conscious and will increasingly turn to retailers that not only talk about it responsibly, but demonstrate it through their entire business in an authentic way.”
WGSN Shopper Forecast 2020
It is time to take a stand. Today’s consumers are more loyal to brands that claim a larger purpose than just selling products.
95% of all millennials would switch brands for a good cause.
Over 8 in 10 millennials expect fashion companies to commit to corporate sustainability.

Good is the new cool

“Every time you spend money, you’re casting a vote for the kind of world you want.”

Anna Lappé, Writer and Activist
“Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time. They increasingly back their beliefs with their shopping habits, favouring brands that are aligned with their values and avoiding those that don’t.”
“A new global ethos is emerging, and billions of people are using consumption as a means to express their deeply-held beliefs.”
The State of Fashion 2019, McKinsey & Company
A new world is emerging
Fashion is about being relevant to today’s and tomorrow’s consumers. Without a purpose, no business. Purpose has become the fifth P in marketing. Being meaningful is a catalyst for commercial performance. We have the framework, the knowledge and the determination to continue to show the way.
We design for tomorrow
Tomorrow’s consumers not only demand quick access to new designs, they want to know that production doesn’t occur at the expense of ecological and social balance. We are perfectly clear about where we stand in this as a company and greatly welcome this modern and aware consumer behavior. Here at KnowledgeCotton Apparel we design and develop for tomorrow – for a new world where the conditions, opportunities and requirements have changed. This means that we choose our collaborations carefully and place high demands on our partners in terms of fair working conditions, organically approved fabrics, use of chemicals, and traceable recycling processes.
No purpose no business
We are aware that only the brands that can satisfactorily meet the new expectations will be relevant tomorrow. And we are determined to be one of the game changers. Innovation and transparency are our keys to success.
Mads Mørup, CEO and founder
At the forefront
We see a huge interest in new solutions. At KnowledgeCotton Apparel, we acknowledge the contemporary challenges and do our best to offer solutions. Our business model is on the way to becoming circular.