About the Company
Founded in 1921, Gucci is one of the oldest Italian fashion brands still in operation. The brand began its journey by producing luxury travel goods, as well as equestrian equipment, then adding bags and shoes using premium materials. In 1950 Gucci was considered the preferred brand of Hollywood stars due to its extravagant and opulent designs. Since 1999, Gucci has been part of the French global luxury group Kering.
After two years of in-house research and development, Gucci lauched Demetra, a next-gen material that is said to be made primarily from sustainable, renewable and bio-based sources.
The specific composition of Demetra is unclear, but it is produced entirely in a Gucci factory in Italy using the same expertise and processes for tanning that make it suitable for a variety of applications.
Selected Brand Partnerships
Gucci intends to make Demetra available to other brands in the fashion industry in 2022.