Gucci sells Demna “Drip” sneakers labelled Made in China — a break with Italian tradition
The laceless nylon, canvas and suede sneakers, priced around €800 in Europe and $1,000 in the US, are Demna's first Gucci sneaker and part of the Primavera collection. Gucci says Italy remains central but chose a Chinese partner for performance know-how.
Gucci is selling Demna-designed “Drip” sneakers labelled Made in China, a visible break with the brand’s Italian manufacturing tradition, according to Reuters coverage republished by FashionNetwork on 24 September.
The product
The laceless sneakers combine nylon, canvas and suede and retail for about €800 in Europe and about $1,000 in the United States. They are Demna’s first Gucci sneaker and belong to the Primavera collection. A second slip-on leather model is also labelled Made in China.
Gucci’s explanation
Gucci said Italy remains at the heart of its manufacturing and identity, but that a Chinese partner had the technical know-how needed for performance and quality. The house said it has no broader plans to move production out of Italy and noted past Swiss and Japanese suppliers for watches and eyewear.
Commercial pressure
Sales at Gucci have roughly halved over three years. Parent Kering is closing dozens of stores under CEO Luca de Meo; Demna’s Milan show was scheduled for Friday. Bank Berenberg pointed to tension between provenance and luxury positioning. Consultant Simon Whitehouse said “Made in China is not a good look.” Kering sources have described selective price cuts, including in China. Barclays’ Carole Madjo said investors are watching the price-versus-value debate.
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