Gucci has launched a new high-cut sneaker drawing inspiration from 80’s basketball, but takes things to another level by announcing the release of an all-new proprietary textile free of animal products as a pledge to sustainability. Demetra – named after the Greek goddess of agriculture, Demeter – is made up of approximately 80% plant-based raw materials, and took upwards of two years to develop.
In time Gucci plans to implement this technology into their extensive arsenal of products, and by 2022 the textile will be available to the entire industry. “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,” said Marco Bizzarri, President and CEO of Gucci.
The Demetra-built Basket – alongside the Rhyton and New Ace – will be available shortly through Gucci and select retailers.