After two years of research and development, Gucci has unveiled an innovative material called Demetra, which contains no animal products and serves as a plant-based substitute for leather, as reported by WWD.
Demetra comprises more than 77 percent plant-based raw materials, including viscose and wood pulp sourced from approved sources, along with biobased polyurethane from renewable sources.
The material is produced in Italy at the Gucci factory and is claimed by the company to be of the highest quality while remaining soft, strong, elastic, and pliable.
The first products made with Demetra are three models of sneakers: Gucci Basket, Gucci New Ace, and Gucci Rhyton, priced from 590 to 790 euros.
Demetra was used to create the upper part of the shoes as well as the linings. Alongside Demetra, the new models incorporate organic cotton, recycled steel, and recycled polyester. The sneakers are already available for purchase in Gucci stores.
Demetra has the potential to be used in the production of clothing, shoes, and accessories, and it will soon feature in all of the brand's collections. Additionally, waste generated during production will be recycled and reused by the company, aligning with the Gucci-Up program—an initiative aimed at implementing a circular economy.
In its initial phase, Gucci will offer the use of Demetra to the brands under its parent company, Kering, and plans to make the innovative material accessible to the entire fashion industry starting from early 2022.
Thus far, the company has filed patent and trademark applications for the material, with its name being chosen by the house's creative director, Alessandro Michele, inspired by Greek mythology and the fertility goddess Demeter. Demeter was the patroness of agriculture and the new harvest, aligning well with the plant-based nature of Gucci's new material.
