It is time for the luxury market to upgrade to environmentally friendly practices. And leading the way is Gucci with the invention of an all-new revolutionary material called Demetra that combines quality, softness, durability, and scalability without harming the planet.
In demonstrating its versatility, the brand has also introduced three sneaker models (The Gucci Basket, Gucci New Ace, and Gucci Rhyton sneakers) and the first products made using the eco-friendly material. They are completely animal-free and additionally contain elements of organic cotton, recycled steel, and recycled polyester.
A result of two years of research and development by Gucci’s own technicians and artisans, Demetra is suitable for a wide range of product categories. Commenting on it, Marco Bizzarri, President and CEO of Gucci, in a statement said, “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.”
He further added, “Demetra offers our industry an easily scalable, alternative choice and a more sustainable material that also answers the needs of animal-free solutions.” The Gucci New Ace and Gucci Rhyton models are currently available for sale in Gucci stores and online, while and the Gucci Basket will hit shelves onward June 18. Care to add them to your shoe collection?
(All images via Gucci)