Extra Butter is goin’ global: the sneaker store birthed on Long Island and raised in New York City has set down roots in Mumbai, India. The first Extra Butter store outside of the US, Extra Butter Mumbai brings the movie-inspired flair and the extensive brand selection of its US counterparts to its new location, but also makes sure to pay homage to India’s customs and traditions. “We have the opportunity to tell important stories, set the tone and create a landscape that we feel would be a proper representation of street culture,” said creative director Bernie Gross. “Mumbai’s deep love for Bollywood only extends how Extra Butter adopts cinema as a source of inspiration and storytelling.”
Located in Mumbai’s Lower Parel neighborhood — an always-active retail and business hub — the new location features an open, airy layout that accents its product array with theater-inspired details, including faux movie seats and even “film reels” hanging from the ceiling that show everything from previous collaborations to stills from movies. There’s also an indoor-outdoor commissary that was created in partnership with restaurateur Adi Dugar’s popular TwentySeven Bakehouse. The footwear assortment includes everything from New Balance to adidas, ASICS and Birkenstock plus many others, while apparel arrives via BAPE, Carhartt WIP, THUG CLUB and Gramicci, to name a few. Extra Butter’s in-house label has also launched a collection that features the brand’s “Official Selection” logo as well as old school-inspired Bombay graphics.
Opening up shop in India is a full-circle moment for Extra Butter co-founders Ankur and Nick Amin as well. “I’m Indian-born, so it means a lot to me to bring products and stories I love back to my homeland,” said Ankur. “But also, India is an important market that’s vast and relatively new to street and sneaker culture.”
Extra Butter will ship across India through a new extrabutter.in web platform, and the brand plans to open stores in both Delhi and Bangalore in the coming years as well. Expect Extra Butter Mumbai to open on September 9, and standard operating hours to be 11 AM to 9 PM, Monday-Sunday. It’s located at Utopia City, Madhusudhan Road, Pandurang Budhkar Marg, Lower Parel, Mumbai, 400013.
Elsewhere in the world of retail, UNDEFEATED has opened its new NYC flagship.
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