Gucci introduced a new vegan sneaker option recently, Fashion United UK announced. The brand’s debut fits into its overall sustainability strategy.

The company’s new sneakers fit into the Rhyton and New Ace line and are made from Demetra, a new material made by the brand. According to Women’s Wear Daily (WWD), Demetra is made from “77 percent plant-based raw materials,” including “bio-based polyurethane.” Marco Bizzarri, Gucci’s CEO and president, told WWD that “Demetra is a new category of material that encapsulates Gucci’s quality and aesthetic standards with our desire to innovate, leveraging our traditional skills and know-how to create for an evolving future.”

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gucci shoe
Cosimo Sereni/Gucci

Because the material is treated with the same process as leather, it has a pliable resilience and a supple finish. The company’s animal-free shoe is made from sustainable, renewable, or bio-based sources.

In a talk at The London College of Fashion on October 11, 2017, Gucci’s President & CEO, Marco Bizzarri said of the company’s decision to go fur-free: “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals. With the help of HSUS and LAV, Gucci is excited to take this next step and hopes it will help inspire innovation and raise awareness, changing the luxury fashion industry for the better.”

Read more vegan fashion and eco-friendly clothing news in One Green Planet, check out these articles:

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