The owl in the logo of the Danish label Knowledge Cotton Apparel stands for wisdom and knowledge. Two building blocks that can be applied to the company's history and the philosophy of the brand. As early as 1969, Jørgen Mørup and his father founded a small textile company in Herning, Denmark, which even then focused on sustainability. At the end of the 1980s, the two began to produce their clothing from ecologically produced cotton, more or less as Denmark's green pioneers.