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 brand's philosophy. Back in 1969, Jørgen Mørup and his father founded a small textile company in Herning, Denmark, which was already focusing on aspects of resource-conscious and responsible action at the time. At the end of the 1980s, the two of them began to produce their clothing from certified organic cotton, as green pioneers in Denmark, so to speak.