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Amterdam's municipality has released Gumshoe, a trainer made from chewing gum from the city's streets. The city chose to respond creatively to the problem rather than creating more rules that people will inevitably ignore.
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The shoe, developed by Amsterdam city and advertising agency Publicis One in collaboration with shoe brand Explicit Wear and gum-tec®, is a fun way of drawing attention to a very real problem.
Over 1.5 million kilos of chewing gum is annually accumulated on the streets of the Netherlands, costing the country millions of euros to remove.
The problem is unsightly and if you stand on it, very annoying. This is the kind of chewing gum you probably wouldn't mind wearing on your feet though - the design comes with Amsterdam's iconic 'XXX' detailing on the heel and the sole is designed as map of the city centre.
If you are after a pair, pre-order them here at www.explicitwear.com
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