Scientists at KTH, the Royal Institute of Technology, in Stockholm, had been researching more efficient ways of producing bioethanol by finding a new way to decompose cellulose. As work progressed they realized that their method could be successful in decomposing the cellulose in cotton and viscose. They were convinced that this could be the key to recycling textiles on a massive scale and make fashion sustainable. In January 2012 they founded re:newcell. In July 2014 a model walked down a catwalk with a yellow dress made out of blue jeans that had been recycled with re:newcell technology. It was the first garment in the world that had been made from chemically recycled used textiles. It was also the first re:newcell production of a fully recycled garment, soon to be followed by other dresses, a t-shirt, children’s pyjamas and scarf. Following growing demand for re:newcell pulp from the fashion industry, the first re:newcell plant opened in Kristinehamn, Sweden in 2017.