Gucci has begun selling two sneaker models labeled “Made in China,” including Demna’s first design for the brand, the Drip. It says technical capabilities drove the choice, while Italy remains central to manufacturing and no broader shift outside Italy is planned.
The Drip went on sale last month in Gucci’s Primavera collection for about €800 in Europe and $1,000 in the United States. Its laceless, sock-like design comes in nylon, canvas or suede; the second China-labelled model is a leather slip-on. The Drip costs less than many Gucci shoes but remains in the luxury category.
Gucci’s sales have halved over the past three years, and Kering has closed dozens of stores. Berenberg analysts said China production could create tension between the brand’s manufacturing provenance and its luxury positioning. Two Kering sources also told Reuters Gucci has cut prices on selected products, including in China, to regain market share.
