Paris, 24 September, (Brussels Morning Newspaper) – Gucci has begun selling new luxury sneakers manufactured in China, marking a departure from the Italian production traditionally associated with the fashion house. The Gucci China sneakers include the futuristic Drip, Demna’s first sneaker for the brand, as the company experiments with specialised manufacturing outside Italy.
Gucci Drip sneakers are manufactured in China
The Drip entered stores in August as part of Gucci’s Primavera collection. Current product listings identify several versions — including nylon, suede and GG canvas designs — as “Made in China”.
The men’s red nylon Drip is currently priced at $980 in the United States, while a women’s white suede version is listed at €820 in a European market. Prices vary according to model and country.
Gucci describes the Drip as a mid-high-top sneaker combining an ultra-minimal basketball shoe with the slip-on characteristics of a loafer. It features a streamlined upper, rubber sole, elastic inserts and an internal wedge heel.
A second slip-on sneaker from the Primavera collection is also being manufactured in China, making the production decision broader than a single Drip design.
Gucci says Italy remains central to production
Gucci has rejected suggestions that the new manufacturing arrangement represents a wider move away from its Italian production base.
The company said:
“Italy will always be at the heart of Gucci’s manufacturing model and identity.”
Gucci said it selected the Chinese manufacturer because of the technical requirements involved in producing the new footwear, comparing the decision with its previous use of specialist manufacturers in Switzerland and Japan for watches and eyewear.
Explaining the choice, the fashion house said:
“The partner selected offered the technological know-how and capabilities most appropriate for achieving the performance and quality standards we were seeking.”
A company spokesperson also said there were no broader plans to move Gucci manufacturing outside Italy.
Demna introduces a new direction for Gucci footwear
The Gucci China sneakers form part of a wider effort under Demna to reshape the brand’s product offering. Gucci explicitly describes the Drip as “Demna’s first sneaker for Gucci”.
The designer previously led Balenciaga, where oversized and unconventional sneakers became prominent elements of the brand’s collections.
His work at Gucci is particularly important because the fashion house has experienced a sharp commercial downturn. Gucci sales have roughly halved over the past three years, squeezing margins and contributing to store closures by parent group Kering.
China production puts focus on Gucci’s Italian heritage
The manufacturing decision is significant because Gucci’s Italian heritage remains central to its luxury identity. The use of a Chinese specialist therefore creates a visible contrast between the brand’s traditional manufacturing image and the technical demands of newer footwear.
The company has framed the move as a product-specific manufacturing decision rather than a change in its overall production strategy.
Gucci prepares for Demna’s next Milan collection
Attention will now turn to Demna’s latest Gucci collection, scheduled to be presented at a Milan runway show on Friday.
For now, the Gucci China sneakers remain limited examples of production outside Italy. Gucci continues to insist that Italian manufacturing will remain at the centre of its identity while specialist international partners are used when particular products require their technical capabilities.
