Introducing a new leather alternative titled Demetra on three sneakers, Gucci unveiled its latest sustainable innovation. The new material is animal-free, and comprises more than 77% plant-based raw materials.
The ingredients used in Demetra – which is an ode to the Greek goddess of agriculture and harvest – contain viscose and wood pulp compound taken from sustainably managed forest sources, as well as a bio-based polyurethane. Demetra is produced at Gucci’s factory in Italy, using the same processes as leather tanning to guarantee its soft, durable, resilient properties.
Gucci has constructed three sneakers launching Demetra, with the innovative material. The Basket, New Ace and Rhyton sneakers all use Demetra along with organic cotton, recycled steel and recycled polyester.
Pronouncing the new material, Gucci president and CEO Marco Bizzarri told WWD, “In our 100th anniversary year, Demetra is a new category of material that encapsulates Gucci’s quality and aesthetic standards with our designer to innovate, leveraging our traditional skills and know-how to create for an evolving future. Demetra offers our industry an easily scalable, alternative choice and a more sustainable material that also answers the needs of animal-free solutions.”
The two Rhyton colorways and the New Ace in Demetra are available from the Gucci web store now, with the Basket set to release on June 18. The material will then be used on other sneakers and product categories in the near future.
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