The fashion industry is often seen as a voracious, thirsty villain that extracts billions of liters of water out of the environment. …These conditions are the biggest ‘WHY’ for Spinnova, a Finnish startup that works tirelessly to create technology for sustainable natural fibers to match its growing demand. …But before we delve into the details, would you believe the core idea for Spinnova was actually born from… a spiderweb? Back in 2009, Juha Salmela, a cellulose expert from Finland attended an Oxford University conference. He heard a presentation from a leading spider researcher, who explained the similarities between spiderweb’s protein and nanocellulose. And, that happened to be his Eureka moment. What if wood fiber could be spun into textile fiber in a similar manner? Fast forward to 2023, the wood-based Spinnova fiber was born. …The process at Spinnova starts with sourcing cellulose-rich raw materials such as FSC-certified wood pulp.