Gucci sells sneakers labeled Made in China amid sales slump

Gucci has begun selling Demna’s Drip sneakers, and another slip-on model, with “Made in China” labels—a departure from the brand’s Italian manufacturing tradition. Gucci says it chose the Chinese supplier for its technical expertise and quality capabilities, while maintaining that Italy will remain central to its manufacturing identity and that it has no broader plans to shift production abroad. Some industry observers warn the move could weaken Gucci’s luxury image, even as Demna faces pressure to create distinctive, competitively priced products for more price-sensitive shoppers. The launch comes amid a sharp downturn for Gucci, whose sales have roughly halved over three years, making Demna’s efforts important to parent company Kering’s turnaround.