New York streetwear brand Extra Butter to open 1st India store in Mumbai

Extra Butter, the New York streetwear and fashion boutique brand positioned as a globally recognized streetwear brand with an eye for product stories and a deep-rooted love for community, has announced that it is opening its doors in Mumbai, making it Extra Butter's very first international location outside of the USA. The brand’s flagship store to be launched this week offering an experiential retail experience, will be located at Lower Parel. 

Speaking about the launch of Extra Butter in India, Ankur Amin, Co-Founder & Chief Executive Officer – Extra Butter, says, “I am Indian-born, so it means a lot to me, personally, to bring products and stories that I love back to my homeland.  But also, India is an important market.  It's an up-and-coming nation and there's a great opportunity to be able to break ground in a vast market that’s relatively new to street and sneaker culture.” 

Co-Founder Nick Amin adds, “My brother and I have been in this industry for over 40 years and sneakers are more a lifestyle than a trend for us.  We have borne witness to this culture during its birth in NYC and seen it grow astronomically over the years in the West and believe that it will do the same over the next few years in India.”  

Extra Butter’s Creative Director, Bernie Gross, further comments, “We have the opportunity to tell some important stories, set the tone and create a landscape that we feel would be a proper representation of what is streetwear and high fashion in our eyes,”  

Designed by acclaimed Interior Designer, Sarah Sham of Essajees Atelier, Extra Butter’s Mumbai flagship store retains the DNA of the brand’s NYC stores while taking inspiration from India's craftsmen and creatives, informs the company.   

Extra Butter’s Mumbai store also boasts a cosy indoor-outdoor commissary in partnership with celebrated restaurateur, Aditi Dugar’s, TwentySeven Bakehouse.  ”The premium cafe space is meant to momentarily transport one away from the hustle and bustle of the city. From the flooring to the handmade wicker furniture to the exotic plant life and vibe on the back patio, the space is unique and memorable,” adds the company statement.