It's no secret that many luxury brands are changing their ways with the intention of moving towards a more sustainable and environmentally conscious future. With industry leaders like Stella McCartney at the forefront continuously proving that luxury does not need to come at the expense of the planet; it was only a matter of time before other Houses recognised the importance of following suit. Especially when it comes to more sustainable leather. Today, Italian heritage brand, Gucci are making itself part of the change by announcing its very own leather-like material, Demetra.
This green-technology breakthrough for the brand is composed of “77 percent plant-based raw materials,” including “bio-based polyurethane,” viscose, and sustainably sourced wood compounds. According to WWD, Demetra took Gucci two years to perfect with the House wanting to ensure the quality was as close to its existing leather products as possible. For now, Demetra will only be used to craft the brand's in-house products; with Gucci having already filed for patents and trademarks. Interestingly, however, the House hasn't ruled out sharing its technology with other brands in the future. And as we know, the move towards a more sustainable path for fashion relies on all industry players uniting towards a common cause.
During the interview with WWD, Gucci CEO and president Marco Bizzarri shared; “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 is created using Gucci's own leather tanning procedures, which will go a long way in ensuring the products present as similar to the traditional leather experience as possible; in way of aesthetics, suppleness, and resistance to the elements. To mark the new approach, Gucci is trying out its vegan leather product on three of its most iconic sneakers; the Rhyton, Basket, and New Ace. The Demetra products are not yet available to shop in Australia, but it won't be long before they land on our shores. Stay tuned for more details to come.