Bixby International is proud to support Rheom Materials in their mission to change the impact of fashion—without changing the lifestyle. Our partnership enabled the successful production of larger-format rolls of Shorai™, Rheom’s 93% biobased leather alternative, making it possible to craft standout Western-inspired pieces for this year’s Houston Rodeo.
From structured jackets to fringed skirts, the designs put Shorai’s versatility and performance to the test while showcasing that big, biobased style.
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, the electric hum of the rodeo buzzing around her. Laughing among friends, she steps up to the ring toss – 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.”
About Bixby International
Bixby International is a renowned custom plastic extrusion company known worldwide for its innovative iterative approach to responsive thermoplastic extrusion product development. With a wealth of materials expertise, Bixby boasts one of the most extensive polymer and substrate selections in the industry. Specializing in providing practical solutions for complex polymer applications across various sectors, Bixby's seasoned team excels in designing, developing, scaling, and manufacturing custom plastic extrusion products to meet stringent commercial deadlines. With over a century of experience in manufacturing mono & multilayer film, Bixby's professionals possess the knowledge and skills to swiftly transition new product concepts from ideation to market launch. Discover more about Bixby’s cutting-edge solutions at https://www.bixbyintl.com/
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