Apr 08, 2023
by Sofia de la Cruz
GANNI and Patagonia Join Rubi Laboratories’ Mission to Decarbonize Fashion
by Sofia de la Cruz
Apr 08, 2023

Rubi is a pioneering carbon-negative cellulosic textiles startup in California, striving to transform the fashion industry radically. The laboratories, founded by twin sisters Neeka and Leila Mashouf in 2021, offer a patent-pending, cell-free, zero-waste biocatalysis process that creates lyocell yarn from converted CO2 emissions.

There is, of course, no doubt why Rubi has successfully secured $8.7 million USD in seed funding in less than two years. Furthermore, after the latest round of investment, led by Talis Capital, alongside Patagonia’s Tin Shed Ventures, H&M Group, Collaborative Fund, and Necessary Ventures, Rubi’s total now reaches $13.5 million USD.

This investment will power the rapid scalability of the organization’s production processes, creating end-to-end products and the overall testing of its supply chain. Rubi has also reported GANNI, Reformation, Patagonia and Urbn-owned rental platform Nuuly have signed up to trial initial prototype products to kickstart its commercialization through limited-edition drops and across different price points.

Neeka Mashouf, Chief Executive and Co-Founder of Rubi Labs, shared in a statement: “We know we’re part of something bigger. The world desperately needs affordable and scalable solutions rooted in cutting-edge science and technology to reinvent the ways industries operate.”

She added, “Rubi has done that by creating a new way of manufacturing that mimics nature called symbiotic manufacturing. While we’re applying our solution to the fashion industry first, it’s our goal to make every supply chain exist in harmony with the planet.”

Meanwhile, Nicolaj Reffstrup, Founder of GANNI, commented: “Rubi Laboratories is an exciting fabric development that has the potential to be climate positive as it looks to sequester carbon from the atmosphere in various manufacturing processes. We ultimately need to get to a place where we can create products that leave a truly positive impact.”

Kathleen Talbot, chief sustainability officer and vice president of operations at Reformation, said: “Rubi is turning fashion’s supply chain on its head, transforming a wasteful and resource-intensive process into a net positive for the planet. Up to two-thirds of fashion’s environmental impact happens at the raw materials stage, before clothing is even produced, which means investing in next-generation materials is critical.”

Fabric innovations certainly play a crucial role in getting fashion to a planet-friendly future. And, with more and more brands becoming increasingly committed to supporting and investing in breakthrough start-ups, Rubi – and other innovators like it – will be a huge part in getting us that little bit closer to a climate-positive industry.

To learn more about Rubi’s mission and find more detail on the technical side of the start-up, visit the company’s official website. And, elsewhere in innovation news, read up on the latest program from next-gen leaders Natural Fiber Welding.