A history of quality. Since 1969.

KnowledgeCotton Apparel is built on almost 50 years of family experience in design, innovation, responsible environmental practice, and passion for quality. These fundamental standards remain at the core of our business philosophy today.

The Story and success of Danish menswear brand KnowledgeCotton Apparel began in 1969, when Jørgen Mørup, together with his father, opened a small textile company in the city of Herning. Since the beginning, the company has focused on sustainable principles. And at the end of the 1980s, Jørgen Mørup began working with organic cotton. In 2008, together with his son Mads Mørup, Jørgen Mørup founded KnowledgeCotton Apparel, a clothing line for men that uses eco-friendly textiles.

“It all started in an old fire station in 1969 with a second-hand knitting machine my father and I had brought home from England. I was 21 years old, and I knew absolutely nothing about textiles. But I was taught the hard way – by making and fixing my own mistakes.” Jørgen Mørup tells.

The fringe benefit of mistake
It is the takeaways from these mistakes that today form the corner stone of KnowledgeCotton Apparel. Knowledge makes you smarter and makes you equipped to make better decisions. And more importantly, sharing your knowledge can make a real difference. Rather than keeping to ourselves everything we have learnt through our years in the business, we are committed to sharing our knowledge - to create a positive change for our planet.

Two people will collectively know more than one...Three will know more than two. And when we have a large football field full of smart people sharing knowledge, just imagine what we will be able to accomplish.

A passion for quality
Technology is a lot like knowledge. It evolves and makes what was once difficult easier. And Jørgen Mørup spent hours searching for new technology and ideas that would help to increase his business.

“Both technology and time mean something very special to me. Quality takes time. I believe in an original and natural product, and this is the root of my love for cotton. I am inspired by the simplicity and honesty of a fiber that is planted as a seed and harvested as a plant over time.” Jørgen Mørup

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