Gucci Joins Fashion’s New Materials Race
Gucci is getting into material innovation.
The Italian megabrand said Thursday that it’s developed a new alternative to leather. The material, named Demetra in reference to the Greek goddess of agriculture and harvest, is vegan and largely made up of plant-based materials.
It’s the latest sign that new and innovative materials are emerging as one of fashion’s hottest trends, as brands seek to cater to younger consumers by marketing innovation and eco and ethical credentials. Though Gucci said it is in no way abandoning leather, it has launched vegan versions of its New Ace and Rhyton sneakers made with Demetra, organic cotton and recycled steel and polyester.
Price points for the shoes range between €590 (about $710) and €790, the same price range as those made with animal leather and other materials. A new sneaker model using Demetra, the Gucci Basket, will launch June 18.
Gucci isn’t the only brand investing in new materials. Hermès has partnered with California start-up Mycoworks to develop Sylvania, a lab-grown leather alternative derived from mycelium, the root structure of mushrooms. Meanwhile, industry players including Stella McCartney, Adidas, Lululemon and Gucci-owner Kering have all committed to launching products with Mylo, another mycelium leather alternative developed by rival material science player Bolt Threads.
But many of the leather alternatives currently under development are still at the prototype phase, with products incorporating the materials not yet available for consumers to buy.
