Get your own personal stylist to help you find clothes you love. All online, completely free

Sign In

Brand and shopping advice

Why we love KnowledgeCotton Apparel

Why we love KnowledgeCotton Apparel


Right now, nothing looks better than green. Not the colour, but the mindset; we’re in a rapidly deteriorating world and our wardrobes are part of the reason why. Clothing comes behind only oil and agriculture in the list of most-polluting industries, largely because of how incredibly wasteful it is to turn raw materials into wearable garments. It can take up to 2,700 litres of water, for example, to make just one t-shirt. For a pair of jeans, you need almost 4,000 litres. That’s a level of waste that just can’t last.

We’re also buying and binning more clothes than ever before – around 24kg per person, per year, on average. Most of it ends up in landfill, since we either didn’t bother to recycle them, or the fabrics they were made from were so poorly made that they couldn’t be. It’s an unsustainable model that anyone who wears clothes of any sort has a duty to do something about.

One brand leading the charge is KnowledgeCotton Apparel. For almost half a century, the Danish family behind the label has been an leader in creating clothes that look good without the planet paying the price. “We are a group of friends and family sharing a cause – and a belief – that we can make a difference and make the impossible possible,” says founder and CEO Mads Mørup. “With sustainable innovation we want to challenge and change one of the dirtiest businesses in the world. And we never compromise when it comes to our vision of making the world a better place – for everybody.”

Mørup founded the brand with his father, Jorgen, in 2008. The family had spent the previous 39 years running a sustainable textile company, one of the first to embrace organic cottons, in the 1980s, as a more environmentally friendly raw material. That knowledge is at the core of what KnowledgeCotton Apparel does today, from the fabrics they choose to the factories they work with.

“We always stay in the forefront regarding sustainable innovation,” says Mørup. “There are always new solutions and ideas to embrace and observe. It’s important to have a very close dialogue and partnership with our selected partners and organizations. We always aim for the highest level of certification, both in the product and the factories.”

Despite its eco credentials, the brand’s aesthetic is far removed from what has traditionally been considered planet-friendly style. Rather than hemp overalls, KnowledgeCotton Apparel crafts simple, easy-to-wear staples, which don’t flit in and out of fashion. That means that not only do they last longer, but you’ll want to wear them for longer. Hippyish, it ain’t.

“Sustainability is always on-trend,” says Thread stylist Luke McDonald. “And KnowledgeCotton Apparel does sustainability incredibly well. It’s environmentally friendly, but also just great basics which prove that you don’t have to compromise to get something ethical. It’s stuff that slots straight into any wardrobe, but looks even better because you know you’ve made a sustainable choice. There’s a lot of brands that nod to sustainability but don’t really believe in it. For KnowledgeCotton Apparel, it’s the heart of what they do every single day. It’s not just a passing fad and that shows up in the passion they put into their clothes.”

“Our design is very much a redesign of classics to give them a new, contemporary feeling,” says Mørup. “Just like our company, our design has also changed over time. Honestly, we don’t really segment our look – we just design what feels good in our hearts. But we still love hippies.”

Shop all KnowledgeCotton Apparel