Gucci has introduced new line of vegan sneakers made from animal-free materials. If you want to become eco & planet-friendly consider switching to this type of sport shoes.
New luxurious line of sport shoes has been made out of innovative, indigenously developed material called Demetra. It is composed of “77 percent plant-based raw materials” like woodpulp, viscose or “bio-based polyurethane” and can be treated as a sign of a green technological breakthrough the fashion industry is undergoing right now.
Gucci’s Creative Director Alessandro Michele chose the name for the new line of sneakers, and it was inspired by Demeter, the Greek goddess of harvest and agriculture, presiding over grains and the fertility of the earth.
It took Gucci two years to perfect the material to the level it resembles existing leather products. The fashion giant also filed for patents and trademarks in order to make sure that Demetra will only be used for their own in-house products. However, in the spirit of open innovation, Gucci will make Demetra fully available to the fashion industry in 2022.
During the interview with WWD, Gucci CEO and President Marco Bizzarri stated that “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.”
The first Demetra-based products introduced by Gucci are: Gucci Basket, Gucci New Ace and Gucci Rhyton. The shoes are priced between $702 (€590) and $940 (€790) . All three sub-brands can be bought in Gucci local stores and online.
Gucci Basket, Gucci New Ace, and Gucci Rhyton
Gucci Basket – this is what the Gucci house writes about this model:
Sporting a look synonymous with basketball sneakers from the ‘90s, the House introduces the newest rendition of the lace-up sneaker – Gucci Basket. This high-top style emulates the self-expression of on-court aesthetic with distinctive features and detailing. Offered in a mix of brightly colored fabrics and finished with a lightly distressed effect, each pair is crafted primarily from Demetra. Created with the same processes used for tanning, the new material offers pliable and resilient performance with a supple finish. The eco-friendly material combines animal-free raw materials primarily from sustainable, renewable, and bio-based sources.
Gucci New Ace:
The Gucci New Ace playfully modernizes the traditional athleisure sneaker with an interlocking GG motif and athletic stripes. The fashion house’s signature green and red color combo recall heritage themes, while hints of metallic at the heel panels emphasize modern style. A solid rubber heel in white makes this low-top a lasting wardrobe addition.
Gucci Rhyton – these are the words of the designer for this model:
Rhyton sneaker is crafted primarily from Demetra. Created with the same processes used for tanning, the new material offers pliable and resilient performance with a supple finish. The eco-friendly material combines animal-free raw materials primarily from sustainable, renewable, and bio-based sources.
Demetra material is defined as “animal-free”, which means that it was created without the use of materials of animal origin and that no animals were harmed in its creation. As brand representatives assure, Demetra is as soft as natural leather and of high quality. Moreover, all waste generated in the production of shoes is to be recycled.
Gucci assures that the production process adheres to Kering’s Sustainability Standards (please note that Kering is the parent company of Gucci). One of the points is that the whole manufacturing process is based in Europe, at Gucci’s factory Gruppo Colonna based in Tuscany.
Gucci confirms that Demetra will not replace the traditional leather and that it is offered as an alternative for more environment-conscious or vegan clients. The fashion giant plans to introduce it across the whole collection of products, for all the categories: footwear, handbags and accessories. But… as an option.
If you prefer to use animal-based products, be calm, you will still be able to purchase them at Gucci.
However, it is important to note that there is a significant movent towards sustainability in the industry. Gucci entered into partnership with Bolt Threads, a company that manufactures Mylo (mushroom mycelium leather). Stella McCartney and Adidas also joined Bolt Threads, giving the brands exclusive access to their eco-friendly leather alternative.
If you want to enter this summer in a new, fashionable, eco-friendly and colourful sneakers, be sure to check Gucci’s offer. Let your friends know how consciously you approach the problems of the modern world and want to contribute to making it a better place to live.
If you find this post informative, please share it with your friends and family. We also encourage you to leave a comment below.