Gucci Introduces a New Ground-Breaking Eco-Friendly Material

Lindsay Judge   |   24-06-2021

Gucci has announced the introduction of a ground-breaking new material to be incorporated into their future collection.


Demetra is a new material, made in Italy with a fully eco-friendly ethos. Born from Gucci’s desire to explore and innovate materials for the future, Demetra is the result of two years of research. The first products to showcase this material are three sneakers that debuted this week. Titled The Gucci Basket, Gucci New Ace and Gucci Rhyton the three sneaker designs are the first in a planned line of product launches using this new sustainable material.


Gucci Rhyton


Produced entirely in Italy in Gucci’s factory, the new material is created using the same expertise and processes for tanning, therefore, achieving characteristics that give this material a distinctive, pliable and resilient performance, with a supple and luxurious finish.


The eco-innovation behind Demetra combines efficient processes with animal-free raw materials that are primarily from sustainable, renewable, and bio-based sources.


Gucci New Ace


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, 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.


This versatile, more sustainable material will be used over a number of product categories. There are no limits on the volume that can be produced and the process is exclusive to the house. With this in mind, Gucci will make Demetra available for the industry as a new material source that can be customised to offer exclusive finishing. Demetra scraps will also be upcycled and reused.