The streets of the Netherlands accumulate about 1.5 million kilo’s of chewing gum annually! Costing the Dutch municipalities millions of euro’s to remove and clean it. With gumshoe, the Amsterdam metropolitan area aims to stimulate its citizens with a surprising innovation.
Publicis One and Gum-tec® developed a new type of rubber made of chewing gum, which local shoe brand Explicit Wear used in the design for the sneaker, finished with the map of Amsterdam visible on its sole.
Amsterdam introduces the Gum shoe, a sneaker with soles made from chewing gum taken from the city’s streets. Designed in collaboration with Publicis One, Explicit Wear and Gum-tec®. The sneaker is meant to raise awareness of the city of Amsterdam’s gum litter problem in a creative and positive way.
Buy your Gumshoes here, we chewiate your support!
The sneakers will be available, in limited edition, at Gumshoe Amsterdam.
Photo © Gumshoe
Find more shoes made of Chewing gum at the Virtual Shoe Museum.