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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.

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