Luxury fashion house Gucci has introduced a new fabric, ‘Demetra’, which contains more than 77% plant-based raw materials.
The brand launched three sneaker models to mark its first products made with Demetra, organic cotton and recycled steel and polyester.
Produced in Gucci’s Italian factory, the new material is created using the same processes used for tanning, making it pliable and resilient, with a supple and luxurious finish.
Demetra is made of viscose, from sustainably managed forest sources, wood pulp compound and bio-based polyurethane.
Gucci, which celebrates its 100th anniversary this year, will also make Demetra available to the fashion industry as a new material source.
Marco Bizzarri, Gucci president and chief executive, said: “Demetra offers our industry an easily scalable, alternative choice and a more sustainable material that also answers…
