Gucci Launches Sneakers Designed With New Eco-Friendly, Animal-Free Textile

By Alexa Heah, 18 Jun 2021

Image via Gucci

Together with the launch of a new sneaker collection, Gucci has also unveiled its brand new textile, Demetra.

This proprietary textile has been touted as an eco-friendly substitute for animal byproducts. Taking its name from the Greek agricultural goddess Demeter, the new material will soon feature in Gucci’s shoes, bags, accessories, and apparel.

According to Highsnobiety, Demetra took two years to create, and is produced in Italy, just like the rest of the fashion house’s goods. Though Gucci now has a greener alternative, the brand has no plans to do away with its signature leather products just yet.

Currently, the material will be exclusive to Gucci, although the brand has plans to share Demetra with the wider fashion industry by 2022.

“Demetra offers our industry an easily scalable, alternative choice, and a more sustainable material that also answers the needs of animal-free solutions,” said Gucci President and CEO Marco Bizzarri.

As per the description for Gucci’s Rhyton Sneakers (US$790), the pair is created “primarily from Demetra.” Crafted with the same processes used for tanning, the material offers “pliable and resilient performance with a supple finish.”

The listing also states that the “eco-friendly material combines animal-free raw materials primary from sustainable, renewable, and bio-based sources.”

While it’s unclear if all the materials used in manufacturing the new sneaker collection are animal-free or sustainable, Demetra seems like a step in the right direction for luxury brands. “Upwards of 77% plant-based raw materials” is certainly a lot better than zero.

With vegetarianism and animal rights activism growing in prominence around the globe, it’s understandable why luxury brands are looking to design products that appeal to more eco-conscious consumers, too.