Gucci trainers made of their new eco-friendly maternal “Demetra”.
After 2 years of research and development, Gucci has just unveiled “Demetra”, a new and innovative primarily bio-based material that can be used in place of leather — and which mixes luxury, strength, and softness with eco-friendly sustainability.
Produced fully in Italy, the vegan-friendly material is primarily made from a variety of bio-based and renewable raw items, including wood pulp, viscose, and renewable polyurethane. The finished material is also made with tanning processes and expertise that gives it both pliability and durability, along with a supple finish.
Gucci also notes that Demetra does not have any limitations to scalability, nor restrictions on volume. Even the scraps of the material can be preserved and reused for extra sustainability, with leftover pieces being upcycled and reused for the future — all in support of the house’s efforts to support a circular economy.
“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,” said Marco Bizzarri, the president and CEO of Gucci. “Demetra offers our industry an easily scalable, alternative choice and a more sustainable material that also answers the needs of animal-free solutions.”
Demetra is one amongst many admirable things the famed fashion house has done to be eco-friendly. According to their recently released Gucci Equilibrium Impact Report, the brand has also reduced their footprint by -44% since 2015, and runs of 93% renewable energy worldwide. Gucci has also already met their 2025 reduction target, four years ahead of the original planned goal.
“It is our mission to be part of the solution for a better tomorrow and we will continue to build authentic value across our business and in the wider world – value for people, value for climate and value for nature,” said CEO Marco Bizzarri.
Gucci pieces made from Demetra are already available to purchase, in the form of several of the brand’s trainer models: The New Ace, The Basket, and The Rhyton. Other products made from the customisable material are planned to be made available soon as well.
The availability of Demetra will also be going beyond Gucci, with the brand offering the material first to companies owned by its parent company, and then to the wider fashion industry in 2022.
Words By Victoria Arrington
