Sneaker obsessives often reveal themselves by going to extreme lengths to keep their ultra-rare kicks completely spotless. This even includes never ever wearing them. These guys are quicker on the draw with a baby wipe than any new mother, they have a golf caddie’s sixth sense for reading the topography ahead and they won’t get dressed in the morning without first consulting three different weather apps. Let there be no doubt, sneakerheads are fastidious people.

The rest of us just want to know how to keep our sneakers cleaner for longer, and what to do when disaster strikes in the form of puddles, mystery party badges or worse.

Gone are the days when we would simply sling our soiled canvas Converse into a pillowcase and then into the washing machine. Modern times demand modern measures. Here, Mr Eugene Tong, independent fashion consultant, streetwear aficionado and “recovering sneaker addict”, shows us how.