The story and success of Danish menswear brand Knowledge Cotton Apparel is built on three equally important factors: Curiosity, perseverance and care. These three factors not only form an important part of the company’s history, but also of its future.
The fringe benefit of mistake
”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.
It is the takeaways from these mistakes that today form the cornerstone of Knowledge Cotton 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
”Despite starting with an old, second hand machine, as business progressed, I saw the advantages of technology”, Jørgen Mørup explains.
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”.
Pioneering organic fashion in Denmark
At the end of the 1980s, Jørgen Mørup began working with organic cotton. And in 2008, together with his son Mads Mørup, Jørgen Mørup founded Knowledge Cotton Apparel, a clothing line for men that uses eco-friendly textiles.
Just like small cotton seeds, Knowledge Cotton Apparel is on a journey of growth. The company has taken the best from its heritage and interpreted into a contemporary and sustainable business strategy. The philosophy is clear: Always believe and stand firm on your principles. We may never reach what we dream for, but the path we take to reach our dreams is where real change is made.
We believe in challenging the status quo. We do so by using Organic and sustainable materials and by exploring the undiscovered. We create inspiring designs that never compromise comfort nor quality and by using cutting edge technologies that embrace sustainable fibers and manufacturing techniques.
Our brand philosophy is centered on the core elements of-