The Gucci Basket
With a brand value of $15,675m, Gucci has always led the pack with its influential, innovative, and progressive approach. It doesn’t get more innovative, influential or progressive than Demetra, as exemplified here by The Basket.
This new-to-market trainer, made with Gucci’s newly introduced luxury material Demetra, an animal-free material from sustainable, renewable and bio-based sources. This trainer represents a shift in luxury towards more ethical and sustainable practices within the fashion industry, reflecting the interests of youthful growth demographics who care about the planet..
In our 100th anniversary year, Demetra offers our industry an easily scalable, alternative choice and a more sustainable material that also answers the needs of animal-free solutions.”— Marco Bizzarri, President and CEO of Gucci
While the materials innovation is vital, both for the planet and for the subcultures of consumers who choose to express their green credentials through their purchases, there is also a more interesting change afoot (!).
At the heart of many of the observations we have made of the Express Arena is a shift from ‘Old Power’ to ‘New Power’.
Old power behaved as a currency – fiercely guarded, finite and fleeting. New Power, by contrast behaves like a current – it is fluid and open, participatory and peer driven.
You could argue that luxury is predicated in power – with its familial ‘houses’ and notorious wealth. As the nature of power begins to change, does luxury need to change too?
So in this sneaker we see that Gucci, one of the most prophetic powers in luxury has, in its 100th year, chosen to democratize its power by open-sourcing Demetra, and making it available to any company in the fashion industry as a new material source for good.
In this move, Gucci demonstrates to the world that it is, once ahead, one step ahead of the dynamics of tomorrow.
Gucci Basket, (courtesy of Gucci shop).