Gucci is increasingly sustainable and announces that it has developed Demetra, a revolutionary material that combines high quality and scalability, together with a sustainable ethos, created using the same skills used for tanning, but with an almost exclusively vegetable composition. Among the elements that compose it are viscose and cellulose from sustainably managed forests and bio-based polyurethane, also from renewable sources. Entirely made in Italy, it is made in the Gucci factories of the Colonna Group based in Tuscany. The Gucci Basket, Gucci New Ace and Gucci Rhyton sneakers are the first Gucci products made in Demetra, in which the new material is used not only for a large part of the upper, but also for parts of the lining.