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.