Rheom Materials, which is pioneering next-gen 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.

Rheom Showcases Shorai’s Versatility and Durability

“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.

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.”