Gucci has started selling new luxury sneakers carrying a “Made in China” label, marking a change from the Italian fashion house’s long association with footwear production in Italy.
One of the new models is the Drip sneaker, the first sneaker designed for Gucci by creative director Demna. The laceless shoe is available in nylon, canvas and suede and was launched as part of Gucci’s Primavera collection. It sells for about €800 in Europe and $1,000 in the United States.
A second leather slip-on sneaker from the same collection is also listed as made in China. Gucci said the Chinese manufacturer was selected for its technical skills and ability to meet the quality and performance standards required for the designs.
The company stressed that Italy remains central to its manufacturing identity and said there are no wider plans to shift production outside the country. Gucci’s official website also says most of its products are made in Italy, while some categories are produced in other countries.
The move comes as Gucci works to improve sales after a difficult period. Reuters reported that the brand’s sales have fallen by about half over the past three years.
