MILAN - Luxury fashion brand Gucci is launching its own animal-free leather alternative which it is pledging to share with the wider industry.
The culmination of two years of research and development, the new mostly plant-based material, called Demetra, is already being used to make three models of shoes.
Gucci claims it combines scalable processes with animal-free raw materials that are primarily from sustainable, renewable, and bio-based sources.
