Demetra, Gucci’s Exclusive Sustainable Vegan Material



Gucci celebrates the creation of the new, 77% plant – based, material launching three new men’s and women’s sneaker models.


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It’s the mushroom era. The recent push towards a more sustainable industry includes fungi in it. When switching from petroleum or traditional animal source products to consumer goods made from vegan “leather” was shown to be harmful for the environment, mycelium leather entered the room. Now, Gucci has come up with its own alternative, a breakthrough that, as they say, will meet the needs of our “evolving future”.


“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.” Marco Bizzarri, Gucci’s CEO and president.


To celebrate Demetra, Gucci has created three new men’s and women’s sneakers: Basket, Rhyton and New Ace. The shoes are already available in retail stores and online. With regard to sustainability, leather production entails issues of animal cruelty, and livestock farming is known to be one of the main sources of greenhouse gases. The fashion industry is taking it step by step, and even though the leather issue has not been as successful as ditching fur, Gucci aims to use Demetra in its clothing, handbags and more.


*All images © Gucci / Feature Ouverture Campaign /Header Rhyton sneaker, paragraph Basket, Rhyton and New Ace sneaker.


 +  Words: Ane Briones, Luxiders Magazine 

Journalism graduate | Basque Country based writer

IG: @anebriones