Dirt, grime and yellowing soles: these are the enemies of premium sneakers.

Keeping sneakers looking like new is one of the services offered at Jwongboutique in Manhattan. Owner Jay Wong says clients bring in tired sneakers to have them cleaned and restored.

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Special sneaker cleaner is applied to remove grime. And a type of hair bleach is used with a heat lamp to restore yellowing areas of the shoe back to bright white.