H&M Teams Up with Rubi to Pioneer CO2-to-Clothing Revolution in Sustainable Fashion

The fashion industry discards textiles equivalent to one garbage truck every second while emitting more carbon than global aviation and shipping combined.

H&M is partnering with biotech startup Rubi to transform captured CO2 into cellulose for clothing fabrics like lyocell and viscose.

Rubi's Enzyme Breakthrough

Rubi employs a cascade of AI-optimized enzymes to convert CO2 directly into cellulose outside living cells, bypassing traditional tree harvesting.

This innovative process produces white cellulose powder in reactors within minutes, fitting into compact shipping container modules.

Unlike conventional methods relying on engineered bacteria or chemicals, Rubi's enzyme approach leverages existing low-cost enzyme infrastructure from industries like food processing.

Funding Milestone and Key Partnerships

Rubi recently secured $7.5 million in funding led by AP Ventures and FH One Investments, with participation from H&M Group and others.

The startup has tested its material with 15 pilot partners, including H&M, Patagonia, and Walmart, securing over $60 million in non-binding off-take agreements.

From Founders' Vision to Global Impact

Co-founded by materials scientist Neeka Mashouf and her twin sister Leila, a Harvard Medical School researcher, Rubi addresses long textile supply chains lacking U.S. textile-grade cellulose production.

Historically dependent on rainforests and plantations, cellulose production now pivots toward carbon-negative alternatives amid rising sustainability demands.

Future of Sustainable Materials

Rubi plans a demonstration plant producing tens of tons annually, evolving to continuous operation for scalable impact.

Beyond apparel, this platform technology promises low-cost production of essential chemicals across industries, slashing fossil fuel reliance.

The collaboration signals a transformative era for fashion, potentially curbing waste and emissions while redefining material origins.