Gucci introduces luxury sneakers manufactured in China

Gucci has introduced new luxury sneaker models, including the Drip design from designer Demna, that are labeled ‘Made in China’. This marks a departure from the brand’s traditional Italian manufacturing for these specific items.

Gucci stated that Italy remains the core of its manufacturing identity and explained that the Chinese manufacturer was selected for specific technical capabilities and technological know-how required for these products. The company compared this decision to using specialist manufacturers in Switzerland or Japan for other high-end goods.

The move comes as Gucci, the flagship brand of Kering, faces declining sales and pressure to attract ‘aspirational’ middle-class consumers. While the brand aims to maintain quality standards, some industry observers suggest that shifting production away from Italy could impact its high-end brand image.