Extra Butter Opens Flagship Store in Mumbai

The cinematic sneaker store’s first location outside of the USA.

Footwear
3,329 Hypes 0 Comments

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.

Read Full Article

What to Read Next

A New York Weekend With Bernie Gross of Extra Butter
Travel 

A New York Weekend With Bernie Gross of Extra Butter

The OG of the New York streetwear and sneaker points the way.

HAVEN Opens New Flagship Store in Vancouver
Design

HAVEN Opens New Flagship Store in Vancouver

The first Vancouver store opened in 2009.

Afterpay Brings Industry Leaders Together on Future of Drop Culture
Events 

Afterpay Brings Industry Leaders Together on Future of Drop Culture

Presented by Afterpay
Luke’s NYC’s Luke Fracher, Extra Butter’s Bernie Gross and Christine Kapp from Afterpay spoke to SHAVONE about consumers and accessibility.


Palace Officially Opens Flagship Store in Seoul, South Korea
Fashion

Palace Officially Opens Flagship Store in Seoul, South Korea

Located in the Apgujeoung ward, the two-story retail outpost will be the brand’s largest store to-date.

Coach SS24 Recounts Stuart Vevers' Decade in New York
Fashion

Coach SS24 Recounts Stuart Vevers' Decade in New York

In his 10th year as creative director, Vevers’ vision for Coach is derived from his own lived experiences.

UNDEFEATED Opens First East Coast Store in NYC
Fashion

UNDEFEATED Opens First East Coast Store in NYC

The brand’s largest retail location in the U.S.

New York Fashion Week Begins and Heron Preston Joins H&M As Creative Menswear Advisor in This Week’s Top Fashion News
Fashion

New York Fashion Week Begins and Heron Preston Joins H&M As Creative Menswear Advisor in This Week’s Top Fashion News

Stay up to date on the latest industry headlines.

Killer Mike Taps JID, T.I. and Jacquees To Pay Homage to Atlanta on "MAYNARD VIGNETTE"
Music

Killer Mike Taps JID, T.I. and Jacquees To Pay Homage to Atlanta on "MAYNARD VIGNETTE"

Lifted from ‘MICHAEL DELUXE.’

Former Dior Artistic Director Marc Bohan Dead at 97
Fashion

Former Dior Artistic Director Marc Bohan Dead at 97

Bohan was Dior’s artistic director for three decades, overseeing some of the brand’s most memorable collections and dressing some of the world’s biggest stars.


Rihanna and A$AP Rocky Reveal Second Child's Name: Riot Rose Mayers
Music

Rihanna and A$AP Rocky Reveal Second Child's Name: Riot Rose Mayers

Announcing the news a little over a month after he was born.

OJAS and USM Modular Furniture Debut Unique 'Listening Room'
Design

OJAS and USM Modular Furniture Debut Unique 'Listening Room'

Located at USM’s Soho, New York flagship store and set to open to the public soon.

Spend a Day in the Life of Roger Federer as He Celebrated On’s Newest Expansion into Tennis
Footwear 

Spend a Day in the Life of Roger Federer as He Celebrated On’s Newest Expansion into Tennis

Presented by On
The tennis legend alongside On sponsored stars Iga Świątek and Ben Shelton played tennis with fans and gave a sneak peek of what’s to come.

Dictionary.com Adds ‘Nepo Baby’ and ‘Jawn’ as Part of Fall 2023 Additions
Tech & Gadgets

Dictionary.com Adds ‘Nepo Baby’ and ‘Jawn’ as Part of Fall 2023 Additions

Among a slew of other words that have grown relevant in different sectors of the cultural zeitgeist.

Balenciaga Opens Order to Motocross Boot From Fall 2023 Runway
Footwear

Balenciaga Opens Order to Motocross Boot From Fall 2023 Runway

The shoe dominated the brand’s FW23 runway in Paris.

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

By subscribing, you agree to our Terms of Use and Privacy Policy.