Gucci launches luxury vegan sneakers

GUCCI has launched three sneaker models to mark its first products made with Demetra, organic cotton and recycled steel and polyester.

The material has been researched for two years. It is developed by the brand's technicians and artisans.

Produced entirely in the Gucci Italian factory, the new material is created using the same expertise and processes for tanning, making Demetra a pliable and resilient with a supple and luxurious finish.

The eco-innovation entails animal-free raw materials and is made of viscose, from sustainably managed forest sources, wood pulp compound and bio-based polyurethane. “In our 100th anniversary year, Demetra is a new material that matches our desire to innovate,” said Marco Bizzarri, president and cCEO of Gucci. “It offers animal-free solutions.”

Gucci will make Demetra available to the fashion industry. Scraps during manufacturing will be upcycled and reused via its Gucci-Up programme. The Gucci Basket, New Ace and Rhyton sneakers are the first products made with Demetra.