It was known [1], but only by theorists, and theorists aren't the ones building compilers and implementing real programming languages.
Obviously the Rust community has achieved an impressive feat of engineering, and I'm extremely grateful for that. But using a substructural type system to avoid needing a garbage collector is not a new idea, just one that Rust has successfully popularized.
It takes a long time for ideas from the programming languages theory community to reach the mainstream.