If you ever had the pleasure to walk alongside the canals of Amsterdam, you’ve probably noticed the white, pink and brown specks on the sidewalk. Chewing gum, ugh. It’s quite the problem and the municipality of Amsterdam spends millions each year to keep up with the cleaning of around 1.5 million kg of this sticky devil. What a waste! Or is it?
To tackle this problem, the city of Amsterdam reached out to Gum-Tec, a company which is specialized in the recycling of gum. Together with Dutch fashion brand Explicit Wear they came up with the Gum Shoe, a shoe of which the sole is made from recycled gum scraped of Amsterdam’s streets. By purchasing the shoe, you support the cleaning process of said streets, while also raising awareness for the current gum problem without coming off as a know-it-all.
There’s this movement we call Holistically Happy, which revolves around being part of the solution by reconnecting with yourself and your surroundings. Gumshoe facilitates its users in this need for balance by enabling them to partake in cleaning the city, while also looking fly as hell in the process. Talk about a status story.
Together we'll make Amsterdam spotless once again (starting this July). To all you gum spitters out there, chew on that!