What is vegan Gucci Demetra?

Demetra's raw materials are composed of bio-based polyurethane made from 100% GMO-free. Demetra is a new type of leather alternative developed by Gucci and produced entirely in Italy. It contains at least 70% of plant-based raw materials and from renewable sources - viscose, wood pulp, bio-based polyurethane created through a zero-scrap production process. The Demetra scraps will be upcycled and reused by the company as an extension of its Gucci-Up program, a circular economy initiative.

For now, Demetra will only be used to craft the brand's in-house products; with Gucci having already filed for patents and trademarks. The brand hasn't ruled out sharing its technology with other brands in the future. Demetra is produced using Gucci's own leather tanning procedures, which will go a long way in ensuring the products present as similar to the traditional leather experience as possible; in way of aesthetics, suppleness, and resistance to the elements.

To mark the new approach, Gucci is trying out its vegan leather product on three of its most iconic sneakers; the Rhyton, Basket, and New Ace.