Luxury fashion house Gucci has introduced an eco-friendly vegan material called Demetra as part of its effort to explore and innovate materials for the future.
Demetra took the house two years to research and develop, using animal-free raw materials that are primarily from sustainable, renewable and bio-based sources and has no impediments to scalability or limitations on volume.
“Demetra is a new category of material that encapsulates Gucci’s quality and standards with our desire to innovate, leveraging our traditional skills and know-how to create an evolving future,” said Marco Bizzarri, president and CEO of Gucci.
The material has been used in new Gucci sneakers, including Gucci Basket (pictured at the top of this page), New Ace, and Rhyton. Demetra scraps produced during the manufacturing process will be upcycled and reused by Gucci.
“Demetra offers our industry an easily scalable, alternative choice and a more sustainable material that also answers the needs of animal-free solutions,” the company said.
