Gucci lancia il nuovo materiale eco-friendly Demetra
Gucci presenta Demetra, un nuovo materiale dalle finiture luxury che combina alta qualità e morbidezza al tatto con durabilità, scalabilità e possibilità di grandi quantità, unitamente a un ethos sostenibile. A conferma della versatilità, sono già disponibili i primi tre modelli di sneaker con questo materiale.
Demetra è il risultato di due anni di ricerca e sviluppo del dipartimento tecnico e degli artigiani della maison.
Prodotto interamente in Italia, negli stabilimenti Gucci, è stato creato usando le stesse competenze e processi impiegati per la concia, che lo rendono duttile e al tempo stesso resistente. L’innovazione combina processi efficienti con materie prime animal-free, derivanti in larga parte da fonti sostenibili, rinnovabili e bio-based.
Verrà messo a disposizione di altre aziende e brand dell’industria della moda, che potranno personalizzarlo fino a ottenere nuove finiture esclusive. Al tempo stesso, gli scarti di produzione saranno riciclati e riutilizzati da Gucci nell’ottica di una maggiore circolarità attraverso un’estensione del suo programma di upcyling Gucci-Up.
Nelle sneaker Gucci Basket, Gucci New Ace e Gucci Rhyton, le prime in Demetra, il nuovo materiale è utilizzato non solo per buona parte della tomaia, ma anche per parti del rivestimento. Sono tre modelli completamente animal-free: gli altri componenti includono infatti cotone organico, acciaio e poliestere riciclato.
Demetra è composto di materie prime animal-free e realizzate principalmente con materie prime sostenibili, rinnovabili e bio-based, di origine vegetale fino al 77%. Si tratta di viscosa proveniente da foreste gestite in modo sostenibile e lavorata con un processo di produzione ad alto tasso di recupero di sostanze chimiche e con acque reflue completamente trattate e purificate, cellulosa proveniente da foreste gestite in modo sostenibile e lavorata attraverso un processo di produzione a scarti zero e poliuretano bio-based proveniente da fonti rinnovabili: grano o mais di origine europea, al 100% privo di ogm.
Interamente made in Italy, Demetra è realizzato nelle fabbriche di Gucci del gruppo Colonna con sede in Toscana (di cui da ottobre 2019 la Maison possiede il 51%, attraverso una joint venture). Rappresenta un’integrazione all’offerta attuale di Gucci e non sostituirà l’utilizzo della pelle. Per il materiale sono state depositate domande di brevetto e marchio Demetra. Durante la fase iniziale, Gucci condividerà Demetra dapprima con i brand parte del gruppo Kering e, a partire dall’inizio del 2022, con l’intero comparto dell’industria moda.
Quanto al nome del materiale, è ispirato alla mitologia greca e a Demetra, la dea dell’agricoltura e del nuovo raccolto.
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