Gucci Introduces Demetra: A Luxury innovative Material

Combining quality, softness, durability and scalability, the new groundbreaking Demetra is the result of Gucci’s desire to explore and innovate materials for the future.

After two years of in-House research and development, Gucci presents Demetra—a groundbreaking new material that combines quality, softness and durability with an eco-friendly ethos. Demetra contains at least 70% of vegetable raw materials from renewable sources (viscose, wood pulp, bio-based polyurethane) and has good scalability.

Created from the House’s desire to explore and innovate materials for the future, Demetra is produced entirely in a Gucci factory in Italy using the same expertise and processes for tanning that give the material its pliable and resilient performance with a supple finish.

Additionally, as part of the House’s next step in supporting a circular economy and through an extension of its Gucci-Up program, Demetra scraps produced during the manufacturing process will be upcycled and reused by Gucci.

Its versatility makes it suitable for a wide range of product categories and in the spirit of open innovation, Gucci will make Demetra available to the fashion industry.

“In our 100th anniversary year, 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. Demetra offers our industry an easily scalable, alternative choice that also answers the needs of animal-free solutions.”

Marco Bizzarri, President and CEO of Gucci
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