Gucci introduces sustainable new luxury material Demetra— and open-sources it to the fashion industry.
With Demetra, Gucci joins other fashion innovators.
Demetra is the result of two years of research and development by the company. Produced entirely in Italy in its factory, the primarily plant-based material is designed utilizing the same expertise and processes for tanning. Demetra is comprised of roughly 77 percent plant-based, sustainable, renewable and biobased sources, including:
- Viscose, from sustainably controlled forest sources
- Wood pulp compound, from sustainably managed forest sources
- Biobased polyurethane, from renewable sources
