Italian luxury brand Gucci introduces eco-friendly material Demetra

Italian fashion brand Gucci has introduced Demetra, a new luxury material that combines quality, softness, durability and scalability with an eco-friendly ethos. Demonstrating the versatility of the material, the company has introduced three sneaker models, Gucci Basket, Gucci New Ace and Gucci Rhyton, to mark the first products made with Demetra.

The eco-innovation behind Demetra combines efficient processes with animal-free raw materials sourced from sustainable, renewable and bio-based sources. In the spirit of open innovation, Gucci will also make Demetra available to the fashion industry as a new material source that can be customised to offer exclusive finishing, further facilitating application and differentiation, the company said in a press release.

Born from Gucci’s desire to explore and innovate materials for the future, Demetra is the culmination of two years of research and development by Gucci’s own technicians and artisans. Produced entirely in Italy in Gucci’s factory, the new material is created using the same expertise and processes for tanning thereby achieving characteristics that give Demetra a distinctive, pliable and resilient performance, with a supple and luxurious finish.

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