At first glance, this shirt looks like a denim shirt with its distinctive Used look. However, Knowledge Cotton Apparel manufactures it from TENCEL™, a biodegradable regenerated fiber made from wood that comes from certified and controlled sources. The fiber is characterized by a soft feel and high wearing comfort. The shirt features a Kent collar and a patch breast pocket.

The owl in the logo of the Danish label Knowledge Cotton Apparel stands for wisdom and knowledge, two elements that are key to the company's history and brand philosophy. Back in 1969, Jørgen Mørup and his father founded a small textile company in the Danish town of Herning and already started to focus on the subject of sustainability. At the end of the 1980s, the two began making their garments from ecologically produced cotton, becoming Denmark's green pioneers, as it were. The next logical step in 2008 was the foundation of Knowledge Cotton Apparel, this time with son respectively grandson Mads as part of the team, a label that unites the company's heritage with a contemporary, sustainable corporate strategy. Today, Knowledge Cotton Apparel stands for casual, sporty menswear, usually made from GOTS-certified organic cotton or "Happy Sheep Wool". The label also works with recycled PET bottles, which it shreds, melts down and spins into yarn to make a durable, water-repellent fabric for jackets.

The garment may rub off onto light-coloured materials such as other garments, furniture and upholstery fabrics.