Houston, TX – April 9, 2025 Rheom Materials unveiled two custom Western-inspired outfits made from its biobased leather alternative, Shorai™, at the Houston Rodeo. Captured in a high-energy, editorial-style video titled "Change your impact, not your life", the film embodies Rheom's philosophy that sustainability shouldn't come at the cost of style, performance, or cultural identity.
"We wanted to capture a typical night at the Houston Rodeo, an event deeply rooted in the city’s history. It provided the perfect backdrop to show that Shorai isn’t just for a niche market, but for everyone across all lifestyles" said Megan Beck, the film's director and Rheom’s Business Development Manager.
On-screen, the neon glow of the carousel reflects on a leather jacket, worn by Rheom’s model, Savannah Martinez, the electric hum of the rodeo buzzing around her. Laughing among friends, she steps up to the ringtoss – one flick of the wrist, bullseye. Drifting toward the wine garden, a cowboy catches her hand, and with a spin, she's twirling into the two-step, her fringed Shorai skirt flying as the Texas night carries her away. You can watch the full video on YouTube here: https://www.youtube.com/watch?v=X4GN43n8fZI
Rheom set out to prove that its biobased material can be sewn, shaped, and crafted into a wide range of designs, from structured tops to fringed skirts and statement handbags. The rodeo tested Shorai in a real-world setting, where dust, dirt, and movement demonstrated its durability.
Beck shares, "using traditional leather machinery and finishing techniques, we created custom designs that not only looked incredible but held up beautifully. The material's stretch and flexibility were especially evident, allowing us to create piping to enhance the curves of both the jacket and the skirt.”
Credits
Thank you to everyone who made this possible: Director: Megan Beck | Rheom Team: Zimri T. Hinshaw & Marlies Jongens | Model: Savannah Martinez | Jewelry: Birt's Boujee Bargains | Videographer: Israel Angel | Video Editor: Nico Socadagui | The Eden Bag Designer: Christine Rochlitz of LUCKYNELLY BERLIN | Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/spinnin-tape/swingin-ballroom License code: 39SOYUAFIFYDD6AS |
About Rheom Materials
Rheom Materials, formerly Bucha Bio, is pioneering next-gen materials by creating scalable, biobased alternatives that seamlessly replace fossil fuel-based plastics, Rheom Materials produces two main products: Shorai, a biobased leather alternative, and Benree™, a biopolymer resin for injection molding. Change your impact, not your life at https://www.rheom.com/
For more information please contact: Marlies Jongens, Branding & Marketing Coordinator, marliesjongens@rheom.com
