Gucci Launches ‘Made in China’ Sneakers, Challenging Italian Heritage

Gucci has begun selling new luxury sneakers labeled Made in China, a departure from its long‑standing Italian manufacturing tradition. The Drip and a second slip‑on model, introduced in the brand’s Spring/Summer 2027 collection, are produced by a Chinese partner chosen for its technical expertise. Gucci maintains that Italy will remain central to its manufacturing model, noting that it has previously sourced watches and eyewear from Swiss and Japanese suppliers. Industry analysts warn that the move could create tension between provenance and Gucci’s luxury positioning, while Kering’s CEO has been pushing for cost control to attract price‑sensitive aspirational shoppers. The brand’s price cuts and new production strategy come amid a broader effort to regain market share after sales have halved over the past three years.