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.
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.
KnowledgeCotton Apparel is sold in over 600 stores across 20 countries and the company is praised for its sustainability efforts.
The world has changed. More and more people are turning their backs on mass-produced, low-quality, low-priced goods. Consumer behavior is changing and values, such as sustainability and responsibility, are becoming requirements. 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 business.
Knowledge is for all: Launching Women’s clothing and Young Knowledge, we reach yet another great goal in our work for fair and sustainable 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, sustainable 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.
Introducing Regenerative Organic cotton – a hopeful solution to start global cooling and repairing our damaged planet.
Being a product of regenerative agriculture, Regenerative Organic clothing helps restore and replenish the natural environment and contributes 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, going beyond sustainability and actually repairing the planet.
Nearly 150 billion pieces of clothing are produced every year. 60% ends up in incinerators or landfills within a year.
The fashion industry accounts for about 10% of the world’s greenhouse gas emissions and is responsible for 20% of all global wastewater production.
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.
WGSN Future Consumer 2022
The State of Fashion 2020, McKinsey & Company
WGSN Shopper Forecast 2020
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.
Anna Lappé, Writer and Activist
The State of Fashion 2019, McKinsey & Company
Sustainable fashion is no longer a question of morals; it is about being relevant to today’s and tomorrow’s consumers. Without a purpose, no business.
Not only is social responsibility a matter of staying relevant. Purpose has become the fifth P in marketing. Being meaningful is a catalyst for commercial performance.
Having had sustainability at the core of our business since the start, we have the framework, the knowledge, and the determination to continue to show the way in sustainable clothing.
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.
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, responsibility and transparency are our keys to success – a sustainable future for both our company and the world we live in.
We see a huge interest in sustainable solutions. Today’s consumers expect brands to take responsibility and require progress.
At KnowledgeCotton Apparel we acknowledge the contemporary challenges and we provide some of the solutions.
Our business model is on the way to becoming circular.
Regenerative Organic clothing is the next step in sustainability. In fact, it goes beyond sustainability. Being a product of regenerative agriculture, it helps restore and replenish the natural environment and contributes to soil health, biodiversity, animal welfare, and fair working conditions for farmers.
By capturing carbon in soil and above-ground biomass, Regenerative Organic farming aims to reverse global warming. The practices also help avoid deforestation, one of our biggest climate threats, and put an end to desertification and soil degradation.
As of today, we have converted 470 of our cotton farms in Telangana State, Utnoor Mandal, Adilabad in India to the highest organic standard: Regenerative Organic. Our next mission is to, village by village, support another 800 farms in converting to Regenerative Organic cotton farming.
The CarbonNeutral® certification applies to three key areas in the company’s operations:
The company – for example usage of heat, water, electricity as well as employees traveling and daily actions.
Delivery – all shipping of goods from suppliers to the company and from the company to customers.
Packaging – looking at the used packing materials and the recycled content and the distance it travels.
Climate crisis is global and therefore we must also act globally. Our objective for 2025 is to become 100% carbon neutral throughout our entire supply and distribution chain. We are investing in carbon neutral factories around the world and are also supporting our existing manufacturing partners in becoming carbon neutral.
We are a global company that acts globally. Sustainability, after all, is a global approach. That is why we work with partners around the world with whom we have long-term relationships. Partners who have the same sustainable mindset and values as we do and who are willing to go the extra mile for a better world.
It is important to us that we build long-term relationships with all our suppliers. We regard them as partners and it is very much the people behind our supply chain that makes the difference. We believe that by building a trustworthy relationship, we can go further together.
Working with certifications has always been a big part of our traceability and integrity strategy. To us, it is a matter of credibility. Having the right certificates shows that we are a company that is serious about sustainability and determined to make a difference.
Our certifications give the consumer reassurance that the product they buy in fact has been inspected and certified by a third party. This gives a guarantee that the raw fiber input, the production process, the chemicals used and the working conditions for people involved is handled in the best possible way and that they meet the world leading standards for integrity and transparency.
Motivated by our 1969 heritage, we make clothes that take a stand. It is our mission to provide the conscious consumer with sustainable fashion choices, without having to make any compromises when it comes to style, comfort or quality.
The style of Knowledge is about attitude. We are an urban outdoor brand featuring a complete range of timeless, long-lasting utility products made for a wide range of activities. We believe in a multi-functional approach to fashion, offering a total look where urban casual is injected with everything from clean denim to fusion concepts and pure outdoor clothing for adventures in harmony with nature’s elements.
At KnowledgeCotton Apparel we provide the authentic alternatives. Sustainable clothing to follow the user through all happenings of life. Always rest assured that a piece carrying the owl meets the highest requirements in quality, responsibility and sustainability.
True to our spirit of tomorrow.
We have a holistic approach to sustainability at our company, that goes beyond just our clothes. Sustainable innovation is part of our DNA and the Knowledge store concept reflects our CSR policy and ambition for a green footprint. Completely based on carefully selected materials and minimal energy consumption, the sustainable store concept is a key aspect of the our approach to designing and developing for a better tomorrow.
Our groundbreaking shop-in-shop setups are currently being introduced across Europe and will later be expanded to other continents. The shop fittings are made of organic and recycled materials, featuring a minimalist design that reflect the brand’s sustainability profile. All materials used are CSR approved and we have ensured that the materials and production sites meet the requirements of the certifications that KnowledgeCotton Apparel complies with. A key feature is that all inventory can be returned and recycled once it is discarded.
We put a lot of effort into making sure you get the best possible opportunities to create a good business. We work closely with our partners, all the way from sales launch to marketing, in store exposure and sales optimization. Our company has expertise in every region that focuses solely on optimizing your sales. We offer first-class digital support in our B2B portal and daily monitoring and reporting of your sales via Gofact.
Through extensive marketing and branding support in our own channels as well as in purchased media, we stimulate demand and awareness among selected target groups. We work consistently with our website and blog, newsletters, social media as well as through editorials, print ads and digital advertising such as Google ads.
High-profile point of sales material for various settings helps you to highlight the brand in store.
We create profiled events with a KnowledgeCotton Apparel crew on site to inspire and educate customers about our products and our brand values.
With our B2B system you can easily order new products or supplement and see what’s in stock for immediate delivery. You will immediately see the order confirmation / status and get an overview of the invoice, balance, and balance due.
Promotion material such as photos, workbooks, newsletters and pack shots are also available through our B2B portal. You are free to use it in your own marketing efforts.
Our customer service and sales optimize team are here to support you all the way. With our extensive knowledge of the different markets we can help you optimize your sales. Quality service is key to us and we do all we can to assist our customers in any way possible.
It is our strategy to involve and engage our friends and fans in our Knowledge cause. We believe it is good for our brand and our business. But above all, we believe it is vital for our planet. We do not need to take political positions, our driving force is greater than that. Our motivation as a brand extends across all social and cultural boundaries and political divisions.
The way we communicate as a brand is basically divided into three story layers…
– Global movement
– Make a difference
– Take action
This communication layer springs from our core story – sustainability. It tells about our constant search for knowledge and how it drives sustainable innovation at our company.
Motto: Gain Knowledge
Here we highlight people, friends and partners who share our vision and live in accordance with the values we believe in. Authentic people around the world who do the things they believe in to make a difference – to make the world a better place.
Motto: Live Knowledge
This is where we highlight our products, our sustainable clothing, to inspire people to make the sustainable choice. As a modern, conscious person you can take action and show the world what you stand for by your choice of clothing.
Motto: Express Knowledge
Our communication follows a consistent line where all parts support each other. Based on our core values, we create a visual idea, add a creative concept and present a product that embodies the message. The concept is consistent across all channels, from newsletters, website and social media to advertising, advertorials and in-store exposure. Each campaign is monitored and the outcome is used as input in the planning of future efforts.
People who are fans of KnowledgeCotton Apparel are often found among urban, conscious groups of people. People that are committed to a healthy, active lifestyle and a more sustainable way of living – by consuming responsibly, eating responsibly, traveling responsibly, and caring about human and animal rights. We find that the brand has a strong position among environmentalists, nature lovers and outdoor adventurers.
People who represent this attitude, we call tribe leaders. These are the people that help us make way for our brand and our vision, and therefore the ones we like to address in our content marketing efforts.
Our ambition is to inspire change, a task that we do very successfully with our way of working in digital media.
We conduct our digital marketing routine in a very controlled manner and every effort is carefully monitored and analyzed. The statistics are utilized continuously to tweak the messages and identify target groups in order to maximize the outcome.
’Together’ is a keyword in our partnerships. We look for partners who share our mission and our values. This is very important to us. We work closely and purposefully with our partners to create a successful business based on sustainability and trust.
We take responsibility and and we see our joint efforts as a way to make a difference – both for our companies and for people and the environment.