Image courtesy of Gucci
Gucci has unveiled Demetra, a revolutionary material crafted with consideration for the environment, combining luxurious quality and softness with exceptional durability and scalability. The brand also unveiled three lines of sneakers, showcasing the diverse possibilities of this new material, as the brand's first products made with Demetra.

Demetra* is a completely new material born from Gucci's passion for innovation and exploration of sustainable materials with an eye to the future, and the culmination of two years of research and development by Gucci's engineers and artisans. Each piece is crafted in Gucci's own factories in Italy, leveraging its expertise in tanning premium leathers to achieve a smooth, resilient feel and a supple, luxurious texture. Demetra is the result of eco-innovation, combining efficient manufacturing processes with sustainable, renewable, and bio-based materials of non-animal origin.

"Introducing Demetra in the brand's 100th anniversary year, a new category of material embodies Gucci's quality, aesthetic standards, and drive for innovation, leveraging traditional techniques and know-how to advance a better future," said Marco Bizzarri, President and CEO of Gucci. "Demetra will bring scalable alternative material options to the luxury fashion industry, addressing the need for sustainable, animal-free solutions."

One of Demetra's defining features is its versatility, allowing it to be used in a wide range of product categories as a more sustainable material. Unlike many new materials currently being developed, Demetra is free from the constraints and limitations on production volume and use, making it accessible to brands seeking scale and volume. In keeping with its spirit of open innovation, Gucci is offering Demetra to the fashion industry as a material that can be freely customized with unique finishes and designs, making it easily adaptable and differentiated. Furthermore, to promote a circular economy, Demetra offcuts generated during manufacturing will be included in the Gucci Up program, where Gucci will upcycle them into its own products.

Image courtesy of Gucci
Image courtesy of Gucci
Image courtesy of Gucci
Gucci has incorporated Demetra into the majority of the upper and parts of the lining of three sneaker lines: Gucci Basket, Ace, and Ryton. These sneakers use organic cotton, recycled steel, and recycled polyester for all parts other than Demetra, and do not use any animal-derived raw materials or materials. Ace and Ryton are currently available at Gucci stores nationwide and the official Gucci online shop. Gucci Basket is already available at Gucci stores and will be available at the official Gucci online shop from June 18, 2021. Items featuring Demetra will also be released in other sneaker lines and product categories in the future.


GUCCI
Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. As the brand celebrates its 100th anniversary, under Creative Director Alessandro Michele and President and CEO Marco Bizzarri, the brand continues to move into the next era with a mission to "redefine luxury," anchored by creativity, innovation, and Italian craftsmanship. Gucci is a core brand of Kering, the global luxury group that supports the development of renowned brands in fashion, leather goods, watches, and jewelry. For more information, visit www.gucci.com.

Gucci Equilibrium
Gucci Equilibrium is Gucci's commitment to creating positive change for people and the planet. Driven by creativity and collaboration, Gucci Equilibrium champions inclusivity and dignity, empowering everyone in the global Gucci community to freely express their unique authentic selves while reducing environmental impact and protecting nature. As the brand celebrates its 100th anniversary, Gucci is committed to and strengthening its Culture of Purpose for decades to come, demonstrating its values through innovative paths toward social and environmental sustainability. Gucci Equilibrium connects our principles and actions to care for the planet and each other for a better future. For more information about Gucci Equilibrium, visit www.equilibrium.gucci.com. Additionally, follow Gucci's sustainability-focused Instagram account at Instagram.com/GucciEquilibrium.


Contact Information
Gucci Japan Client Service
0120-99-2177
www.gucci.com

*Patent and trademark pending



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