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Image Source: Rheom

Rheom Materials, a biobased materials company, has announced a formal partnership with conscious design and manufacturing studio Econock. Their first capsule collection, made from Shorai™, will debut at Lineapelle, an international leather exhibition, from February 11 to 13. Shorai™, named after the Japanese word for ‘future,’ reduces its carbon footprint by 80% compared to synthetic leathers and is composed of over 90% biobased materials such as sugar and clay. Beyond its sustainability credentials, Shorai™ offers a supple texture and finish that closely mimics genuine leather, while providing excellent durability against daily wear and tear. The material is easy to care for, requiring only a gentle wipe with a damp cloth to maintain its appearance, making it a practical choice for both fashion and accessories. Rheom describes its newest product as “By the Earth, For the Earth,” positioning it as a better alternative to traditional synthetic leathers.

Rheom isn’t just looking to become another alternative in the sustainable fashion market – they’re working to lead the next generation of sustainable materials. “Engineering the materials of tomorrow.” Founder Zimri T. Hinshaw created the company based on the principle of creating “a world where ethical, sustainable materials are accessible to all.” The materials company, which was founded in Japan but didn’t take off until it found its home in Houston, Texas, is hoping its new partnership with Econock will be the catalyst for bringing its materials to a wider market. Econock, which was founded in India by Ribhav Kapur, has a very similar mission and origin story to Rheom.

To reach brands and designers, Rheom and Econock have developed a collaborative go-to-market strategy that includes showcasing limited edition capsule collections at high-profile industry events like Lineapelle, offering sampling programs to enable designers to experience Shorai™ firsthand, and building partnerships with established and emerging brands through targeted outreach. By leveraging Econock’s artisan expertise and existing network within the conscious design community, along with Rheom’s industry contacts and supply chain support, the partners are creating direct channels for designers and brands to trial, co-create, and incorporate Shorai™ into future collections. The approach emphasizes transparency, ease of collaboration, and hands-on material education, making it straightforward for potential partners to explore and adopt next-gen sustainable materials.

As skilled artisans who work in smaller, handmade batches, Econock became the ideal partner to provide authentic application of materials. Econock’s Growth & Impact Advisor stated, “Our partnership with Rheom Materials represents the benchmark of responsible design where next-gen materials meet craft, creativity, and real-world scalability.” With Econock’s help, Rheom has solved the persistent problem faced in the next-gen materials space – having the ability to manufacture in small, high-quality batches. Rheom’s Director of Product, Megan Beck, even commented on how it removed one of the biggest barriers faced by brands. Saying, “By reducing friction across the supply chain, Rheom can connect brands directly with manufacturers who already know how to work with Shorai™, making the transition to more sustainable materials far more accessible.”

By partnering with a leader in circular fashion, Rheom is changing the way sustainable materials are created and manufactured. Their debut collection features ten pieces, including a bomber-style jacket, an asymmetrical skirt, and multiple accessories. While the jacket is designed for movement, the skirt draws inspiration from armored Indian warrior traditions. The collection is meant to be a modular wardrobe versus isolated pieces, reflecting the partners’ shared belief in designing products that adapt to daily life. Inspired by a fusion of classic Texas iconography and India’s rich artisan heritage, the capsule is meant to evoke the subtly in power and confidence.

This new partnership between Rheom and Econock is set to completely transform the way we view and create sustainable materials – not just in fashion but in upholstery, automotive, trim, and more. With scaled roll-to-roll production in 2025, brands like Wuxly and LuckyNelly have already started utilizing Shorai™. Rheom has created a solution to help with fashion’s extensive carbon footprint, eliminating the need for plastics or animal products in materials. Changing how fashion, and Rheom particularly, impacts the environment, which is on par with their tagline, “Change your impact, not your life.” It seems Rheom is changing their impact for the better, and they’re hoping to bring the rest of the fashion industry along with them.