TiO2 nanoflowers were in situ grown on polyethylene terephthalate (PET) non-woven fabric by hydrolysis of TiCl4 in aqueous solution in the presence of nanocrystal cellulose grafted PET fabric (NCC-g-PET) at a low temperature of 70 degrees C. Nanocrystal cellulose (NCC) pre-grafted on PET fabric acted as hydrophilic substrate and morphology inducing agent to promote the nucleation and crystal growth of TiO2. Detailed information on the synthetic process was presented. The resulting samples were characterized using FE-SEM, EDS, ATR-IR, Raman microscopy, XRD and TG analysis. The photocatalytic activity of the samples was evaluated by the degradation of orange methyl under solar light. Characteristic results indicate that rutile TiO2 nanoflowers have grown abundantly on PET non-woven fabric, and the established hydrogen bonding strengthens the interfacial interaction between the inorganic particles and the polymeric substrates. The methyl orange decoloration test under natural solar light demonstrates that this TiO2/PET hybrid nanocomposites exhibit excellent self-cleaning performance which is expected to have a good potential for commercialization. (C) 2012 Elsevier B. V. All rights reserved.