Gucci Basket: sneakers made of Demetra, Gucci’s new sustainable material
Gucci, the Italian brand of the Kering Group, presents a luxury material with an ecological ethic. Luxury continues to evolve towards more sustainable fashion.
After two years of in-house research and development, Gucci presents Demetra. A revolutionary new material that combines quality, softness and durability with an ecological ethic. Named Demetra by Artistic Director Alessandro Michele, the material is made from animal-free raw materials sourced primarily from sustainable, renewable and bio-based sources. Demetra is made from 77% plant-based ingredients including viscose, cellulose and biosourced polyurethane, all sourced from sustainably managed forests, Gucci explains in a release.
The brand’s engineers are working on the sustainable and responsible improvement of the last remaining quarter.
The new #GucciBasket sneaker, inspired by basketball’s impact on street culture and style, features an aged effect, luminous details and a revolutionary eco-friendly material called Demetra, recently introduced by the Maison.
GUCCI SNEAKER DETAILS WITH GG DETAILING
- Demetra: made from non-animal raw materials, mainly from sustainable, renewable and organic sources, with rubber details
- Rubber GG yoke
- Contrasting quilted detail at ankle
- Gucci logo
- Rubber GG detail on side
- Rubber sole
- Lace-up closure
- Height 25 mm
- Made in Italy
- Treated for a worn effect
- 790,00 €
The Demetra material is produced entirely in a Gucci factory in Italy, using the same know-how and tanning processes, giving the material its resilient soft properties.
On the occasion of Gucci’s 100th anniversary, the Demetra material encapsulates Gucci’s desire for innovation, while setting standards of quality and aesthetics.
To mark Gucci’s first products made with Demetra, three sneaker models were introduced: Gucci Basket, Gucci New Ace and Gucci Rhyton.
The sneaker also features a specific identification label that facilitates product authentication throughout its lifespan.
The sneakers were launched on June 18 and are available in Gucci Pin pop-up stores and on the brand’s official website. In addition, the Maison has added a “Gucci Burst” game to its mobile app, where users can interact with the shoes in a virtual dimension made of “flying geometric shapes, where space and time have a will of their own”.
Gucci also revealed that this new sustainable material would be shared with other Kering Group brands before being made available to the textile industry from 2022.
Credits photos : © Gucci
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