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 and from renewable sources (viscose, wood pulp, bio-based polyurethane). and have 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.”