The $5.5 Trillion Plan to Replace Plastic & Leather with Plants

Anant talks with Zimri T. Hinshaw, founder of Rheom Materials, about a journey from the motorcycle culture he encountered growing up in Japan to developing high-performance, plant-based alternatives for leather and hard plastics.

Zimri describes Rheom’s materials, Shorai and Benree, derived from sugarcane and corn and made using existing plastic extrusion infrastructure, his route to making sustainable materials scalable for fashion, automotive and footwear. He explains the technical bar they must clear, from the ‘bally flex test’ in footwear to marine-grade durability in car interiors.

The conversation also covers partnering with Bryan Adams on a vegan biker jacket, showcasing sustainable Western wear at the Houston Rodeo, and Zimri’s philosophy: change your impact, not your life. He closes with a preview of what’s next, including 3D printing filaments and bio-fibres.