Key facts
- T-Rex Leather is a biomaterial created from reconstructed dinosaur collagen.
- AI and genetic engineering were used to reconstruct missing genetic code from fossilized T-Rex collagen.
- The project aims to establish a new category of luxury material, distinct from traditional leather.
- The first product made from T-Rex Leather is a luxury handbag.
- The initiative won multiple awards at the Cannes Lions International Festival of Creativity.
A novel luxury material, T-Rex Leather, created from reconstructed dinosaur collagen, has the potential to significantly impact the luxury industry, according to Dimitri Guerassimov, Global Chief Creative Officer at VML. The biomaterial project, developed in collaboration with Lab-Grown Leather Ltd, utilizes fragments of fossilized T-Rex collagen, with AI and computational biology employed to reconstruct the missing genetic code. This innovative approach aims to establish a unique category of luxury material, moving away from comparisons with traditional animal leather.
The T-Rex Leather project, which took approximately two years to develop, has already garnered significant recognition, securing four awards at the Cannes Lions International Festival of Creativity, including Gold, Silver, and Bronze Lions across PR, innovation, and B2B categories. The first tangible product made from this material is a one-of-a-kind luxury handbag, revealed in Amsterdam.
Guerassimov explained that the inspiration behind the project was to address the challenges faced by the lab-grown leather industry, which often struggles to be perceived as a distinct product rather than a sub-product of cow leather. By creating a material derived from a creature extinct for 68 million years, the team aimed to establish a unique, story-rich, and scientifically advanced luxury item. The success of this initiative has led Lab-Grown Leather Ltd to pivot its focus entirely to T-Rex Leather, anticipating a substantial pipeline of clients and collaborations.