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SS20 PREVIEW

With nature in mind

KnowledgeCotton Apparel becomes carbon-neutral and launches a conscious outdoor collection.

01082019
Words: Johan Magnusson

KnowledgeCotton Apparel follows up on what might be the most sustainable denim line on the market, with a conscious outdoor range, that includes a framework to bring you closer to nature. The Danish brand is not a traditional fashion company. With sustainability always being the core and DNA of their business, their inspiration comes from the great environmental challenges facing us all.

— In fact, it has been on our agenda for decades, so we have a pretty solid idea of what it takes, says Mads Mørup, CEO and owner. The history of the company goes back to 1969. Initially starting up as producers, moving into wholesale 2008. As a brand we are very influenced by the magic, the movement, and the vibrant spirit of ’69. A time when people came together, when everything felt possible and in a time of change. Today, we firmly believe that we live in a time where humanity takes crucial steps toward a better world again. After all, we all share a common responsibility for the future and we are determined to play our part.

In 2017, they launched a carbon neutral strategy and as of this year, they became a carbon neutral company.

— We measure and reduce our usage of heat, water, electricity, deliveries, and packaging as well as traveling expenses and daily actions. Through a combination of internal reductions and carbon finance projects around the world we have reduced our emissions to net zero. But of course we don’t stop here. Climate change is global, and therefore we must act globally. Our objective for 2025 is to make our entire supply- and distribution chain carbon neutral. Therefore, we are investing in carbon neutral factories and supporting our existing factories in becoming carbon neutral.

The brand is in love with the look and feel of denim and for this fall, a dream actually became true.

— For a long time we didn’t think it was possible to create a denim line that meet the high sustainable standards that we set for our products. But we made it, and the line was well received by the market. It premieres this fall and for SS20 we introduce our new light wash as well as two new fits for pants, slim and loose. The line will also include over-shirts and shorts.

The next ambition is to launch the next generation of sustainable outdoor clothing.

— The framework for the line is Bringing You Closer to Nature. It’s a clean outdoor range based on sustainable materials, certified production methods and fair working conditions. So, it just felt natural for many reasons. Our love for Mother Nature, and our respect for the environment, being one of them. By exploring our magnificent planet we gain knowledge about the great challenges we’re facing. Being in touch with nature is our way of staying authentic and evolving in a responsible way. We also find that our brand has a strong position among environmentalists, nature lovers and outdoor adventurers — this is also what characterizes our brand ambassadors, says Mørup.

What are your key products?

— One highlight is the Save Water Concept, featuring a wind- and waterproof shell jacket and anorak made from 100 percent recycled materials. Exceptional breathability makes them ideal companions for energetic outdoor activities. A green state-of-the-art dye technology eliminates water from the dyeing process, reducing overall water consumption in the production cycle.

SS20 also sees KnowledgeCotton Apparel entering collabs with two independent companies, both sharing their ”true to nature” values.

— We’re making sustainable surfboards together with NUMB Surfboards from Biarritz on the French Atlantic coast. And we make two skateboards together with Urskog from Stockholm. The collabs will also include co-branded apparel. We are very exited about entering partnerships with these companies. In both cases it all started with a casual dialogue that lead to a fantastic friendships, says Mørup, adding:

— We’ve just finished our new brand book — We are Knowledge — printed on one of the world’s most environmentally friendly papers and also available in a digital version on our website.

knowledgecottonapparel.com