Smooth spread of NY & Mumbai in Extra Butter’s flagship store

Extra Butter, the New York streetwear and lifestyle brand, has launched its first international location outside of USA in Mumbai’s  business hub Lower Parel.

The brand’s flagship store in Mumbai has been designed by designer Sarah Sham of Essajees Atelier, and retains the DNA of the brand’s NYC stores while taking inspiration from India's craftsmen and creatives.  

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.  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,” 

Speaking  about the design experience,  Sarah Sham says, “Ankur wanted the space to remain interesting even on one’s 10th visit to the store. He wanted a luxury store which spoke to Extra Butter’s legacy. But since this is their first outpost in India, and it's this big, beautiful, stand-alone space, we wanted to do something that celebrated India too. So, the challenge was to marry Mumbai and New York, which was achieved by purposefully using Indian materials. But, from an overall look-and-feel point of view, it feels very internationally luxurious.” 

“The décor team focused on the lighting in order to be sure that everything is universally lit, and the product remained the star of the show. The vision was to present a space that elevates product offerings and inspires a community that strives to achieve and build memorable stories through their own individual journeys,” she adds.

The brand’s future plans include opening additional doors in Delhi and Bangalore in the coming two years.