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Gucci Introduces Demetra: A Luxury Material with an Eco-friendly Ethos

Combining quality, softness, durability and scalability with an eco-friendly ethos, the new groundbreaking Demetra is the result of Gucci’s desire to explore and innovate materials for the future.

After two years of in-House research and development, Gucci presents Demetra—a groundbreaking new material that combines quality, softness and durability with an eco-friendly ethos. Demetra is made from animal-free raw materials that are primarily from sustainable, renewable and bio-based sources and unlike the majority of innovative new materials, has no impediments to scalability or limitations on volume. Additionally, as part of the House’s next step in supporting a circular economy and through an extension of its Gucci-Up program, Demetra scraps produced during the manufacturing process will be upcycled and reused by Gucci.

Created from the House’s desire to explore and innovate materials for the future, Demetra is produced entirely in a Gucci factory in Italy using the same expertise and processes for tanning that gives the material its pliable and resilient performance with a supple finish. Its versatility makes it suitable for a wide range of product categories and in the spirit of open innovation, Gucci will make Demetra available to the fashion industry.

“In our 100th anniversary year, Demetra is a new category of material that encapsulates Gucci’s quality and aesthetic standards with our desire 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.”

Marco Bizzarri, President and CEO of Gucci

To mark Gucci’s first products made with Demetra, three sneaker models – Gucci Basket, Gucci New Ace and Gucci Rhyton – have been introduced.

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