Gucci: Demetra eco-fashion material is born

The research and development department of the fashion house worked side by side with the best craftsmen for years before coming to the realization of this innovative material

After two years of research by the Made in Italy luxury maison, Demetra, the new frontier of eco-fashion, was presented a few days ago.

Gucci and Demetra: sustainable fashion goal

The research and development department of the fashion house worked side by side with the best craftsmen for years before coming to the realization of this innovative material.

Demetra is an eco-leather that follows all the typical processes of tanning.

This particular process makes it, to the touch and sight, practically identical to the finest leather.

Demetra will not completely replace leather in the Gucci collections but will become a valid alternative.

Gucci and green Made in Italy

The Italian factories of the prestigious fashion house designed Demetra in its entirety.

The origin of this new eco material is not only animal free.

Demetra’s original materials are, for almost 80% of vegetable origin, renewable and sustainable.

Marco Bizzarri’s statement

Here is how the President and CEO of Gucci presented this innovative material: “In the year of our centenary, Demetra represents the meeting point between our vision of beauty and quality and our desire to innovate. A new material that, starting from our skills and know-how, contributes to the development of an innovative future

With Demetra

continued Bizzarri we provide our industry with an alternative material, easily scalable and more sustainable, which also responds to the demand for animal-free solutions

Demetra and open innovation

Being sustainable also means sharing knowledge.

The new high fashion trend is all aimed at creating more and more synergies with a view to respect for the environment.

Precisely for this reason Demetra will be made available to other fashion houses who will be able to customize it to make it suitable for their own creations.

The Gucci Up project will reuse and recycle Demetra’s waste for new creations.

The first creations made with Demetra are reinterpretations of some sneakers models: Gucci Basket, Gucci New Ace and Gucci Rhyton.

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