In the iconic year of 1969, my father laid the foundation of what would become KnowledgeCotton Apparel. Learning about the industry during my upbringing, I
discovered the power of making a difference in your immediate surroundings. That the simple act of doing good can spark inspiration and foster a strong community – a principle that has profoundly influenced my perspective ever since. 

Today, many see business as a force for doing good, and we feel things are heading in the right direction. However, acknowledging issues is merely a starting point. True
change requires taking action and making real efforts.

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The best guide forward is nature itself

At KnowledgeCotton Apparel, our passion for innovation is deeply rooted in our love
and respect for nature. To me personally, there's nothing more exhilarating than immersing oneself in the wonders of nature, embracing its raw beauty, and embarking on adventures that ignite the spirit. Nature is not just a source of inspiration, but the very essence of our brand, and the beating heart that fuels our creativity. We understand that progress should never come at the expense of the environment, and that nature must be protected at all costs. Because without it, where would we be?

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A commitment to the planet and the people

One of the things I learned early in life is that a business without a purpose to do good will never be truly successful. Our commitment to rebuilding this planet is deeply embedded in our manufacturing process, evident through a series of impactful initiatives. I take pride in the pioneering certifications we've earned along the way and our continuous efforts to help change our industry from within. It has always been our genuine belief that empowering businesses and individuals to make well-informed choices is the key to turning things around. Inspiring others also serves as a driving force for our own determination, showcasing the remarkable potency of teamwork and collaboration.

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Community is key  

Guided by Scandinavian ideals of equality, justice, and respect for people and nature, our designs envision a brighter world. As a father of three, I aspire to leave a legacy of a society where family, friendship, and love prevail. I know that so many out there share my concerns and are willing to step up in a time when it’s truly needed. Only as a community, we have the strength to move mountains and shape a better future.

The great responsibility lies on all of us. Let’s come together and make things right! 

// Mads Mørup, KnowledgeCotton Apparel founder & CEO