Amsterdam Gumshoe

Every year, the city of Amsterdam spends millions of euros cleaning up tons of used chewing gum. To bring attention to this disgusting and expensive problem, the Iamsterdam tourism marketing organization collaborated with the Gumdrop company, design firm Explicit Wear, and Publicis One to create the Amsterdam Gumshoe, a sneaker made from 20% recycled chewing gum collected from city streets, parks, and attractions. The sneakers, which have a map of Amsterdam on the soles,will be available for purchase from Amsterdam shops in late June.

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