Gucci launches luxury sneaker line produced in China
Gucci has introduced new high-end sneakers that are manufactured in China, a departure from its traditional Italian production.
Gucci’s newest luxury sneakers, such as the Drip high-top and an additional slip-on from the Primavera collection, are now produced in China and carry the “Made in China” label. Prices range from $980 in the United States to €820 in European markets, varying by model and material. The fashion house explained that the Chinese manufacturer was chosen for its technical capabilities needed for the shoes, likening the move to past collaborations with specialist makers in Switzerland and Japan for watches and eyewear.
Gucci reiterated that Italy will stay at the heart of its production model and that no wider off-shoring is planned. The launch is part of creative director Demna’s effort to revitalize the brand amid a recent sales slump. The sneakers remain limited examples of production outside Italy as the brand prepares for its upcoming Milan runway show.
