The Gumshoe project lifted 250kgs of chewing gum from the streets of Amsterdam and turned it into soles for shoes – which sell for up to €200 or around R3,200 a pair.

The bubblegum-pink shoes (also available in red and in black) are intended to raise awareness of the problem tons of chewing gum poses, without getting preachy about it.

Bubblegum spat out on a city street can take more than 20 years to degrade.

The shoes created by the project have a map of Amsterdam engraved on the soles – and are all but made for Instagram.

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