MILAN — Gucci continues to promote self-expression by expanding its customization program.
After introducing the “Do It Yourself” personalization service enabling customers to put their own touch on the Ophidia tote bag and on the Ace sneakers earlier this year, Gucci is widening the offer to include men’s and women’s knitwear as well as women’s outerwear and tailored pieces.
Available on gucci.com and selected Gucci stores, knitwear styles include wool crew neck knits, shawl collar bombers and button-through cardigans in green, blue, red and white. As part of the service, large letters can be intarsia-knitted into the garments, replacing patches with decorations that are incorporated in the garments. In particular, on the crew-neck styles the letter would be displayed on the front, while on cardigans and bombers, it would adorn the back.
Gucci DIY knit.
Each knitted piece also carries a special label and packaging decorated with the “ABCDEFGUCCI” lettering and the brand’s signature interlocking GG motif.
To support the launch of the “Do It Yourself” initiative, Gucci tapped six artists to re-create the DIY knitwear in a series of artworks to be shared on the label’s social media accounts and web site. The illustrators involved in the initiative include Amber Vittoria, Angela Deane, Ashley