Would the tiny strings (refers to the arrow) stuck out after wearing for sometimes?
Perhaps you rubbed your heel against something? It looks fine to me. Actually wearing them tends to add little things like this, and the more you wear them, well....
Another tpfer member mentioned by spraying something can stop/minimise this issue?
I have x2 espadrilles. Have had them for over 2 years I think. They seem fine to me
The jute is hairy, that's what it looks like.