GUCCI revolutionizes fashion with new "vegan leather"
After two years of research, the Italian fashion house launched "Demetra", a vegan leather for footwear and manufactures, completely innovative, vegetal and ecological. The aim is to offer a new raw material for the production of high fashion items.
The bet, according to GUCCI, is not to replace animal leather, but rather that it will conquer a market share that seeks sustainable products. Another reason for interest is that the new material opens up its innovation, and makes it available to the entire fashion sector.
“Demetra” is produced from wood pulp and bio-based polyurethane. The name was given by the brand's creative director, Alessandro Michele, who wanted to refer to the Greek goddess of agriculture.
It is entirely made in Italy, in GUCCI establishments and its processing is very similar to the tanning of animal leather.
Innovation arises from the combination of efficient processes, with animal-free raw materials, derived from sustainable, renewable and bio-based sources. Likewise, the leftovers and waste of "Demetra" obtained during production are recycled and reused, achieving a greater circularity of resources.
Among other advantages it offers, due to its uniformity and flexibility properties, the material offers greater use, scalability and maximum comfort.
