Neeka Mashouf and Leila Mashouf

The textile industry is one of the world’s biggest polluters, responsible for up to 8% of global CO₂ emissions—and it’s not just synthetic fabrics causing harm. Even natural fibres like cotton demand huge amounts of water, land and chemicals, straining ecosystems worldwide. Twins Neeka and Leila Mashouf saw an opportunity to reshape this unsustainable cycle. With expertise in materials science, bioengineering and business, they co-founded Rubi to commercialise an enzyme-driven process that transforms CO₂ emissions into cellulose pulp, a raw material for textiles and other products. The technology is inspired by how trees absorb CO₂ to grow, as well as the key role carbon plays in essential materials. 

Traditional carbon conversion methods have some drawbacks. Chemical-based systems require high temperatures and specialised catalysts, while fermentation is resource-heavy, expensive to scale and reliant on sugar-based feedstocks, requiring capital-intensive bioreactors to function. Rubi’s enzymatic system operates outside of living cells in a basic chemical reactor, eliminating the need for continuous fermentation and enabling a scalable, energy-efficient and adaptable process. The system processes waste CO₂ through reactors, where enzymes convert it into high-quality cellulose. This cellulose can then be refined into fibres and yarns, seamlessly integrating with existing manufacturing processes to produce textiles and other essential materials.

Shared vision

Neeka and Leila’s interest in sustainability began early. Neeka, passionate about artificial photosynthesis and materials science, published her first research paper at 15. Leila, originally focused on neuroscience and medicine, became increasingly aware of climate change’s impact on public health. Working in hospitals during the COVID-19 pandemic, Leila saw how environmental crises worsen health vulnerabilities, leading her to explore bioengineering solutions. Around the same time, Neeka began experimenting with carbon transformation technologies, ultimately leading to Rubi’s enzymatic pathway. 

In 2020, the company filed its first patent application and has since made intellectual property (IP) a cornerstone of its strategy. As Neeka explains, “We’ve been inspired by some of our family members who are engineers, inventors and patent experts. One piece of advice they gave us early on was to always ensure we protect our technology and file something as soon as we have all the key pieces in place.”  

Rubi is piloting its CO₂-derived textiles with brands like Walmart, Patagonia and H&M. The company aims to license its process to textile manufacturers, allowing for rapid industry adoption. Beyond fashion, Rubi’s aims to use its manufacturing methods to enter new markets and produce a range of materials for sectors such as packaging, construction, cosmetics, pharmaceuticals, primary chemicals and food. “We’re creating a world where manufacturing exists in harmony with the planet—what we call the symbiotic era,” says Neeka. 

Towards the UN Sustainable Development Goals (SDGs)

Rubi’s enzymatic CO₂-to-cellulose process offers a scalable, lower-energy alternative to traditional carbon capture and textile production. By reducing industrial emissions and enabling more sustainable material manufacturing, it supports SDG 9 (industry, innovation, and infrastructure), SDG 11 (sustainable cities and communities), SDG 12 (responsible consumption and production), and SDG 13 (climate action).