Rheom Materials presented its bio-based alternative, Shorai, a 93 percent bio-based leather, at the rodeo and plans to scale it up this year. Photos courtesy Rheom Materials

Houston startup unveils its innovative leather alternative at the rodeo

sustainable fashion

Last month’s Houston Livestock Show and Rodeo stirred up another rootin’ tootin’ time for Houstonians and beyond.

But before the annual event galloped into the sunset, there were quite a few memorable innovations on display, with one notably coming from Rheom Materials.

The Houston-based pioneer of next-generation materials presented its scalable, bio-based alternative known as Shorai, a 93 percent bio-based leather, through two custom, western-inspired outfits that showed off cowboy flair through a sustainable lens.

“I'm a Houstonian, I love the rodeo,” Megan Beck, Rheom’s business development manager, recalls. “We're sitting there talking about it one day and we're like, ‘Okay, we've got to do something with this leather to show people how good it can look in apparel, how easy it is to wear.’”

Buoyed by the idea that their materials are meant to “change your impact, not your life,” Rheom captured the real-life energy of their bio-leather outfits under the rodeo’s neon lights in a short commercial video and photo shoot with models donning the samples, while dancing and enjoying the festivities. Rheom created a skirt, a leather jacket, and then a leather top for the look.

“Houston is such a vibrant city,” Beck says. “There's so much innovation here. I think the rodeo is just a really, really great example of that. And so we wanted to take this opportunity to take some of these garments out there and go on the slide, go on some of the rides, go into the wine garden and go dancing, because if you've ever felt some of the materials in the market in this space, they're very stiff, you can't really move in them, they're a little fragile, they kind of fall apart.”

Not only do the models in the video look fashionable, but they also look comfortable, and the leather looks natural and supple. And to the naked eye, Shorai appears to be like the leather most wearers are accustomed to.

“What we really wanted to showcase in this is the energy and the movement of the leather, and to show people how good it can look in apparel, and how easy it is to wear, which I think we were able to accomplish,” Beck says.

Next up, Beck says Rheom wants to scale production of Shorai, the Japanese word for “future,” at a competitive price point, while also reducing its carbon footprint by 80 percent when compared to synthetic leather. According to Beck, Rheom plans to see Shorai products come to market sometime this year.

“We have companies globally right now that are testing materials, that are prototyping, that are making garments, making handbags and footwear, and making eyewear because we have a plastic, as well,” Beck says. “So, this year, I do believe we'll start seeing those products actually come to market, which is very, very exciting for us.”

And with their large-scale production partner already set up for Shorai, Rheom plans to start its first production run of the product soon.

“In April, we'll actually be starting our first production run,” Beck says. “We'll be doing it at full scale, full width, and a full run of materials. So over the next five years, we're only going to just try to increase that capacity.”

Rheom Materials announced a strategic partnership with Bixby International for the commercial-scale production of its novel biobased material, Shorai. Photo via Rheom

Houston startup taps strategic partner to produce novel 'biobased leather'

cleaner products

A Houston-based next-gen material startup has revealed a new strategic partnership.

Rheom Materials, formerly known as Bucha Bio, has announced a strategic partnership with thermoplastic extrusion and lamination company Bixby International, which is part of Rheom Material’s goal for commercial-scale production of its novel biobased material, Shorai.

Shorai is a biobased leather alternative that meets criteria for many companies wanting to incorporate sustainable materials. Shorai performs like traditional leather, but offers scalable production at a competitive price point. Extruded as a continuous sheet and having more than 92 percent biobased content, Shorai achieves an 80 percent reduction in carbon footprint compared to synthetic leather, according to Rheom.

Rheom, which is backed by Houston-based New Climate Ventures, will be allowing Bixby International to take a minority ownership stake in Rheom Materials as part of the deal.

“Partnering with Bixby International enables us to harness their extensive expertise in the extrusion industry and its entire supply chain, facilitating the successful scale-up of Shorai production,” Carolina Amin Ferril, CTO at Rheom Materials, says in a news release. “Their highly competitive and adaptable capabilities will allow us to offer more solutions and exceed our customers’ expectations.”

In late 2024, Rheom Materials started its first pilot-scale trial at the Bixby International facilities with the goal of producing Shorai for prototype samples.

"The scope of what we were doing — both on what raw materials we were using and what we were creating just kept expanding and growing," founder Zimri Hinshaw previously told InnovationMap.

Listen to Hinshaw on the Houston Innovators Podcast episode recorded in October.

This week's roundup of Houston innovators includes Zimri T. Hinshaw of Rheom Materials, Joey Sanchez of Cup of Joey, and Tilman Fertitta of Laundry's. Photos courtesy

3 Houston innovators to know this week

who's who

Editor's note: Every week, I introduce you to a handful of Houston innovators to know recently making headlines with news of innovative technology, investment activity, and more. This week's batch includes an alternative materials founder, a Houston ecosystem builder, and the city's richest billionaire.

Zimri T. Hinshaw, founder and CEO of Rheom Materials

Zimri T. Hinshaw, founder and CEO of Rheom Materials, joins the Houston Innovators Podcast. Photo courtesy of Rheom

At first, Zimri T. Hinshaw just wanted to design a sustainable, vegan jacket inspired by bikers he saw in Tokyo. Now, he's running a bio-based materials company with two product lines and is ready to disrupt the fashion and automotive industries.

Hinshaw founded Rheom Materials (née Bucha Bio) in 2020, but a lot has changed since then. He moved the company from New York to Houston, built out a facility in Houston's East End Maker Hub, and rebranded to reflect the company's newest phase and extended product lines, deriving from dozens of different ingredients, including algae, seaweed, corn, other fruits and vegetables, and more.

"As a company, we pivoted our technology from growing kombucha sheets to grinding up bacteria nanocellulose from kombucha into our products and then we moved away from that entirely," Hinshaw says on the Houston Innovators Podcast. "Today, we're designing different materials that are more sustainable, and the inputs are varied." Read more.

Joey Sanchez, founder of Cup of Joey

Joey Sanchez's Cup of Joey has expanded across Houston to help make valuable connections to Houston entrepreneurs. Photo via LinkedIn

What is your purpose in life? One Houstonian is asking that question of his fellow entrepreneurs all across town.

Joey Sanchez founded Cup of Joey, a weekly meetup opportunity for innovators, business leaders, and the whole Houston community. The events are a place not only to share a cup of coffee but also their very own mission in life.

It all started in 2021 at the Houston Tech Rodeo, an initiative from Houston Exponential, where Sanchez worked as a director of corporate engagement. Texas had just opened social distancing in public events since the beginning of the COVID-19 pandemic, and Sanchez was finding ways to reconnect the Houston community.

‘We thought what better way than over a cup of coffee?” Since then, Sanchez has connected thousands of people based on purpose every Friday for the past three and a half years. Read more.

Tilman Fertitta, chairman, CEO, and owner of Landry's Inc.

Tilman Fertitta's net worth is estimated at over $10 billion. Photo by J. Thomas Ford

A dozen of Houston's illustrious billionaires have made the cut on the new Forbes 400, a list of the 400 richest people in the United States for 2024.

Houston hospitality king and Rockets owner Tilman Fertitta is the 12th richest Texan and the 99th richest person in the United States, according to the new Forbes 400 list, released October 1.

Forbes estimates Fertitta's net worth in 2024 as $10.1 billion, which has steadily climbed from his 2023 net worth of $8.1 billion. Fertitta, 67, purchased the Houston Rockets in October 2017 for $2.2 billion. The billionaire also owns Texas-based hospitality and entertainment corporation Landry's. In 2019, Fertitta embarked on a new venture as an author. Read more.

Zimri T. Hinshaw, founder and CEO of Rheom Materials, joins the Houston Innovators Podcast. Photo courtesy of Rheom

Houston bio-based materials founder rebrands, evolves future-focused sustainability startup

HOUSTON INNOVATORS PODCAST EPISODE 255

At first, Zimri T. Hinshaw just wanted to design a sustainable, vegan jacket inspired by bikers he saw in Tokyo. Now, he's running a bio-based materials company with two product lines and is ready to disrupt the fashion and automotive industries.

Hinshaw founded Rheom Materials (née Bucha Bio) in 2020, but a lot has changed since then. He moved the company from New York to Houston, built out a facility in Houston's East End Maker Hub, and rebranded to reflect the company's newest phase and extended product lines, deriving from dozens of different ingredients, including algae, seaweed, corn, other fruits and vegetables, and more.

"As a company, we pivoted our technology from growing kombucha sheets to grinding up bacteria nanocellulose from kombucha into our products and then we moved away from that entirely," Hinshaw says on the Houston Innovators Podcast. "Today, we're designing different materials that are more sustainable, and the inputs are varied."

Now, in addition to Rheom's leather-like alternative, Shorai, the company has a plastic-like material, Benree, that's 100 percent bio based.

"The scope of what we were doing — both on what raw materials we were using and what we were creating just kept expanding and growing," Hinshaw says.

With that major evolution past just kombucha-based textiles, it was time for a new name, ideated by the company's technical team. "Rheom" is the combination of "rheology" — the study of how polymers flow — and "form."

Rheom has also built a state-of-the-art chemicals testing lab at its new facility after moving into it early last year.

"We've got a ton of capabilities now — and we've been growing those since the beginning," Hinshaw says. "Now we have all this testing equipment — things that pull materials apart, things that test the flexibility of materials."

Next up, Rheom, which is backed by Houston-based New Climate Ventures, among other VCs, will raise a series A funding round to continue supporting its growth.

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Axiom Space launches semiconductor and astronaut training initiatives

space projects

Axiom Space, a Houston-based commercial spaceflight and space infrastructure company, has launched initiatives in two very different spheres — semiconductors and astronaut training.

On the semiconductor front, Axiom has signed a memorandum of understanding with Japanese chemical company Resonac Corp. to collaborate on semiconductor R&D and manufacturing projects carried out in space. Among Resonac’s products are materials used in chip manufacturing.

Axiom said the deal “paves the way toward leveraging microgravity to advance next-generation chip technologies and accelerate the in-space manufacturing market.”

Under the agreement, Axiom and Resonac will explore the potential production of semiconductor materials and chip packaging in microgravity and low-Earth-orbit environments.

“The unique environment of space offers immense potential for advancing semiconductor materials, especially in crystal growth,” Masato Fukushima, Resonac’s chief technology officer, said in a news release.

The deal will also extend Resonac’s work with Axiom on the development of molding compounds that can reduce “soft errors” when semiconductor devices are exposed to space radiation.

“Our collaboration with Resonac underscores how Axiom Space is enabling global corporations from around the world to leverage space to drive manufacturing innovation across critical technology sectors such as semiconductors,” Axiom astronaut Koichi Wakata, the company’s chief technology officer, said.

In the astronaut training arena, Axiom has tapped Portuguese physiologist Emiliano Ventura as its first “Project Astronaut.” Ventura will apply his expertise in human performance to a pilot program aimed at testing six-month astronaut training protocols.

“His goal is to participate in a future mission and explore, with scientific depth and curiosity, how the human body adapts to microgravity, contributing fresh insights to the current body of research in space physiology,” Axiom said.

Ventura has helped several Axiom crewmembers with physiological needs before and after missions aboard the International Space Station.

Axiom said Ventura’s pilot program will study astronauts’ physiological responses to microgravity during spaceflight. The program eventually will benefit Axiom astronauts heading to the world’s first commercial space station, which is being built by Axiom.

Michael López-Alegria, Axiom’s chief astronaut, said he and the company’s two other astronauts will train with Ventura. The Project Astronaut initiative “strengthens our commitment to enabling safe, effective, and inspiring commercial space missions while supporting scientific objectives worldwide.” López-Alegria said.

Houston scientist launches new app to support mental health professionals

App for that

One Houston-based mental health scientist is launching a new app-based approach to continuing education that she hopes will change the way doctors, therapists, and social workers evolve in their field.

The app, MHNTI, is named for its parent company, the Mental Health Network & Training Institute. It's a one-stop shop for mental health professionals to find trainers, expert consultations, local providers, webinars, and other tools related to licensure certification and renewal.

Free and paid tiers offer different levels of access, but both offer doctors, counselors, and more an easier way to engage with continuing education. When a mental health professional is looking to expand their knowledge in a way that coincides with CE requirements, MHNTI provides it; as easy as using Amazon.

"We built MHNTI for the clinicians craving meaningful, ongoing training that fits real-life schedules," said Dr. Elizabeth McIngvale. "MHNTI is more than an app. It's a movement to support mental health professionals at every career stage."

McIngvale, the daughter of celebrated Houston entrepreneur Jim "Mattress Mack" McIngvale, co-founded MHNTI after becoming one of the leading experts on obsessive-compulsive disorder (OCD) in the United States. Born with the condition herself, she suffered greatly as a child to the point that she required extensive repetitive rituals daily just to function. She responded to exposure with response prevention (ERP) treatment, earned her Ph.D. from the University of Houston, and is now the director at the OCD Institute of Texas.

This is not the first time she used the internet to try to improve the mental health industry. In 2018, she launched the OCD Challenge website, a free resource for people with OCD.

McIngvale's co-founder is New York-based doctor, entrepreneur, and author Lauren Wadsworth, another expert in OCD and other anxiety disorders. Like McIngvale, she understands that the labyrinthian world of continuing education can keep mental health professionals from achieving their potential.

"Mental health providers are often overworked and under-resourced. MHNTI is here to change that," said Wadsworth. "We're creating a space where clinicians can continuously learn, grow, and feel supported by experts who understand the work firsthand."

MHNTI is available in the App Store, Google Play, and for desktop.

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A version of this article originally appeared on CultureMap.com.

Announcing the 2025 Houston Innovation Awards finalists

Inspirational Innovators

InnovationMap is proud to reveal the finalists for the 2025 Houston Innovation Awards.

Taking place on November 13 at Greentown Labs, the fifth annual Houston Innovation Awards will honor the best of Houston's innovation ecosystem, including startups, entrepreneurs, mentors, and more.

This year's finalists were determined by our esteemed panel of judges, comprised of past award winners and InnovationMap editorial leadership.

The panel reviewed nominee applications across 10 prestigious categories to determine our finalists. They will select the winner for each category, except for Startup of the Year, which will be chosen by the public via online voting launching later this month.

We'll announce our 2025 Trailblazer Award recipient in the coming weeks, and then we'll unveil the rest of this year's winners live at our awards ceremony.

Get to know all of our finalists in more detail through editorial spotlights leading up to the big event. Then, join us on November 13 as we unveil the winners and celebrate all things Houston innovation. Tickets are on sale now — secure yours today.

Without further ado, here are the 2025 Houston Innovation Awards finalists:

Minority-founded Business

Honoring an innovative startup founded or co-founded by BIPOC or LGBTQ+ representation:

  • Capwell Services
  • Deep Anchor Solutions
  • Mars Materials
  • Torres Orbital Mining (TOM)
  • Wellysis USA

Female-founded Business

Honoring an innovative startup founded or co-founded by a woman:

  • Anning Corporation
  • Bairitone Health
  • Brain Haven
  • FlowCare
  • March Biosciences
  • TrialClinIQ

Energy Transition Business

Honoring an innovative startup providing a solution within renewables, climatetech, clean energy, alternative materials, circular economy and beyond:

  • Anning Corporation
  • Capwell Services
  • Deep Anchor Solutions
  • Eclipse Energy
  • Loop Bioproducts
  • Mars Materials
  • Solidec

Health Tech Business

Honoring an innovative startup within the health and medical technology sectors:

  • Bairitone Health
  • Corveus Medical
  • FibroBiologics
  • Koda Health
  • NanoEar
  • Wellysis USA

Deep Tech Business

Honoring an innovative startup providing technology solutions based on substantial scientific or engineering challenges, including those in the AI, robotics and space sectors:

  • ARIX Technologies
  • Little Place Labs
  • Newfound Materials
  • Paladin Drones
  • Persona AI
  • Tempest Droneworx

Startup of the Year (People's Choice)

Honoring a startup celebrating a recent milestone or success. The winner will be selected by the community via an online voting experience:

  • Eclipse Energy
  • FlowCare
  • MyoStep
  • Persona AI
  • Rheom Materials
  • Solidec

Scaleup of the Year

Honoring an innovative later-stage startup that's recently reached a significant milestone in company growth:

  • Coya Therapeutics
  • Fervo Energy
  • Koda Health
  • Mati Carbon
  • Molecule
  • Utility Global

Incubator/Accelerator of the Year

Honoring a local incubator or accelerator that is championing and fueling the growth of Houston startups:

  • Activate
  • Energy Tech Nexus
  • Greentown Labs
  • Healthtech Accelerator (TMCi)
  • Impact Hub Houston

Mentor of the Year

Honoring an individual who dedicates their time and expertise to guide and support budding entrepreneurs. Presented by Houston Community College:

  • Anil Shetty, Inform AI
  • Jason Ethier, EnergyTech Nexus
  • Jeremy Pitts, Activate
  • Joe Alapat, Liongard
  • Neal Dikeman, Energy Transition Ventures
  • Nisha Desai, Intention

Trailblazer Recipient

  • To be announced
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Interested in sponsoring the 2025 Houston Innovation Awards? Contact sales@innovationmap.com for details.