Organic men’s clothing might sound like a niche, but it has become widely popular all over Europe. Over the last four years, the Danish menswear brand KnowledgeCotton Apparel has had great success in combining fashion with sustainable principles. “We challenge the status quo in everything we do,” explains Mads Mørup, founder and CEO of KnowledgeCotton Apparel. “That’s our brand philosophy. That is what drives us to do what we do.” Clearly, KnowledgeCotton Apparel isn’t a usual menswear clothing line. The small company based in Herning in Western Denmark has a goal of changing the world through eco-friendly textiles. Apart from using 100 per cent certified organic cotton, KnowledgeCotton Apparel uses fabrics made from recycled materials such as old plastic bottles.