Gucci is getting into the vegan leather sneakers game.
The Italian luxury brand announced Thursday that it has developed a vegan alternative to leather. Named Demetra in reference to the Greek goddess of harvest, the innovative new fabric is made with 77 percent plant-based materials, Business of Fashion reports.
Gucci’s vegan leather contains viscose and wood pulp compounds sourced from sustainable managed forests. It also contains biobased polyurethane sourced from wheat and corn. The shoes still feature some synthetic materials, including polyurethane and resin. The luxury brand says that it intends to replace these with more sustainable alternatives down the line.
The announcement coincides with the launch of vegan versions of Gucci’s New Ace and Rhyton sneakers made from Demetra, organic cotton, and recycled steel and polyester. A third shoe, called the Gucci Basket, drops on June 18.
Gucci’s Vegan Leather Sneakers & Luxury Fashion’s Sustainable Future
The Florence-based fashion house says that it spent two years developing its vegan leather in-house with Gruppo Colonna, a Tuscany-based group of tanneries that it majority owns. It has filed to patent and trademark Demetra. From there, it will move to market the material to other Kering-owned brands.
Gucci is not alone in its move to introduce vegan leather. Fashion appears to be moving toward sustainability, seeking to appeal to Millennials and Gen Z’s interest in conscious consumerism.
Kering, the brand’s parent company which also owns Yves Saint Laurent, Bottega Veneta, Balenciaga, and Alexander McQueen, formed a consortium with mushroom mycelium leather maker Bolt Threads. Stella McCartney and sportswear giant Adidas also joined Kering. All members of the consortium have exclusive access to Bolt Threads’ sustainable leather alternative, called Mylo.
French fashion house Hermès is also getting into the mushroom leather game. Earlier this year, it announced Sylvania, an amber-hued leather alternative made in collaboration with California-based startup Mycoworks.
But, mushroom leather isn’t the only innovative material that has caught the luxury fashion world’s attention. There’s also cactus leather, made by Mexican startup Desserto. The Karl Lagerfeld brand introduced it in the form of vegan handbags in April.
The sneaker launch is part of Gucci’s ongoing sustainability efforts. The company is already carbon neutral. In January, it committed to protecting and regenerating forests, mangroves, and farming landscapes around the world in an effort to help mitigate climate change and protect biodiversity.
As an enthusiast deeply immersed in the world of sustainable fashion and eco-friendly materials, I find the recent developments in Gucci's foray into vegan leather particularly fascinating. My extensive knowledge in this domain stems from a passion for environmental consciousness and a commitment to staying abreast of cutting-edge advancements in sustainable fashion.
Gucci's introduction of Demetra, a vegan alternative to traditional leather, showcases the brand's dedication to embracing eco-friendly materials. Named after the Greek goddess of harvest, this innovative fabric is composed of 77 percent plant-based materials. Notably, it incorporates viscose and wood pulp compounds derived from sustainably managed forests, aligning with Gucci's commitment to responsible sourcing.
The inclusion of biobased polyurethane sourced from wheat and corn further emphasizes Gucci's effort to integrate renewable resources into its products. Although the shoes still contain some synthetic materials like polyurethane and resin, the brand has expressed its intention to replace these with more sustainable alternatives in the future, signaling a long-term commitment to environmental responsibility.
The collaboration with Gruppo Colonna, a Tuscany-based group of tanneries majority-owned by Gucci, underscores the brand's meticulous in-house development process for Demetra. The two-year undertaking, culminating in the filing of patents and trademarks, demonstrates Gucci's dedication to advancing the field of sustainable luxury fashion.
This initiative aligns with a broader trend in the fashion industry towards sustainability, responding to the evolving preferences of Millennials and Gen Z consumers who prioritize conscious consumerism. Gucci's parent company, Kering, has formed a consortium with Bolt Threads, a maker of mushroom mycelium leather. This consortium includes other high-profile brands like Yves Saint Laurent, Bottega Veneta, Balenciaga, and Alexander McQueen, collectively striving for sustainable alternatives in the industry.
The mention of mushroom leather, particularly Bolt Threads' Mylo, highlights another innovative material gaining traction in luxury fashion. The consortium's exclusive access to Mylo positions it as a sought-after sustainable leather alternative.
Beyond mushrooms, Gucci's contemporaries like Hermès are also exploring eco-friendly alternatives, such as Sylvania, an amber-hued leather alternative made in collaboration with California-based startup Mycoworks. Additionally, cactus leather, pioneered by Mexican startup Desserto, is making waves in the fashion industry, exemplified by the Karl Lagerfeld brand's introduction of vegan handbags.
Gucci's commitment to sustainability extends beyond material innovation to encompass carbon neutrality and environmental conservation efforts. Their pledge in January to protect and regenerate forests, mangroves, and farming landscapes worldwide reflects a holistic approach to mitigating climate change and preserving biodiversity.
In summary, Gucci's venture into vegan leather sneakers is a testament to the transformative power of sustainable practices in the luxury fashion landscape. The incorporation of Demetra and the broader industry shift towards eco-friendly alternatives underline a collective commitment to responsible and conscious fashion choices.
