Founded in 2007, Extra Butter has made a name for itself as one of New York’s best footwear accounts in the years since. However, apart from footwear, Extra Butter sought to cultivate a lifestyle and community that emphasized fun and creativity, and their collaborations certainly show that side of the brand — their “Karaoke” version of the ASICS GEL-Lyte V exemplified their love for movies (in this case, Sofia Coppola’s Lost in Translation) and added an element of lightheartedness to the sometimes too-serious sneaker business. Here, Cult Edge spoke to Extra Butter co-founder Jason Faustino on the culture of passion driving the sneaker boutique’s team, the meaning of their name, as well as the importance of hype and why he would be willing to drop $500 USD for a sneaker designed by Quentin Tarantino. Read an excerpt below, and find the full interview online here.
Do you think that sneakers will eventually start to be considered as pieces of art? What is your opinion on that?
They should be. I believe sometimes intentional, sometimes not, but sneakers are absolutely a work of art. Whether it’s the design of the silhouette itself, or the way it’s colored up and treated, sneakers become works of art all the time. I think I find other art forms more inspiring these days, but every now and then I’m still floored by some sneakers that come out, which is a good thing.
What can you tell us about the recent “Karaoke” collab with ASICS? I can tell you it was challenging, for a number of reasons. But overcoming them, the end product, and having the best possible time at both of our in-store releases makes this my favorite project of all time. The events speak very clearly as to how different and fun we are. We hit so many things right, it doesn’t look like any other shoe to me, and whether it’s viewed from its true inspiration, or the new and also personal narrative that we’ve created, it all works as ingredients to something truly special with layers to be loved more and more as time goes on.
- Cult Edge
- Dave Wu
Join Our Discussions on Discord
The HYPEBEAST Discord Server is a community where conversations on cultural topics can be taken further.