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Gucci presents Demetra

Updated: Mar 25

After two years of in-house research and development, Gucci presents Demetra a new material that combines quality durability with an eco-friendly ethos.

Demetra is made from animal-free raw materials that are primarily from sustainable, renewable and bio-based sources and unlike the majority of innovative new materials, has no impediments to scalability or limitations on volume. Additionally, as part of the House’s next step in supporting a circular economy and through an extension of its Gucci-Up program, Demetra scraps produced during the manufacturing process will be upcycled and reused by Gucci.

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