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by Aditya Kumar

Extra Butter, the New York-based streetwear and fashion boutique, is set to make its grand entrance into Mumbai with the opening of its first iconic store in India. Founded by brothers Ankur and Nick Amin in 2007, Extra Butter has gained a global reputation for its curated selection of products and unique shopping experiences.

The flagship store will be located in Lower Parel, a vibrant business and retail hub, and promises to offer Mumbai residents an unforgettable taste of global streetwear culture. Extra Butter Mumbai will provide experiential retail, a meticulously curated brand and product mix, tailored digital experiences, and engaging storytelling.

Customers can expect to find a diverse range of streetwear fashion brands at Extra Butter Mumbai, including A Bathing Ape, Carhartt WIP, Dhruv Kapoor, Drôle De Monsieur, Gramicci, John Elliott, Marni, Neighborhood, Pleasures, and Thug Club. The store will also feature the highest tiers from leading footwear brands like Adidas, ASICS, Birkenstock, Converse, Crocs, New Balance, and Puma.

In addition to the renowned brands, Extra Butter’s Mumbai store will also offer graphic tees and streetwear staples from its private label. The inaugural collection will feature the brand’s classic ‘Official Selection’ logo with retro Bombay-inspired graphics that pay homage to the cultural roots of the founders.

Ankur Amin, Co-Founder & Chief Executive Officer of Extra Butter, expressed his excitement about launching the brand in India. Being of Indian origin himself, he emphasized the personal significance of bringing the brand and its stories to his homeland. He also highlighted India’s status as an important market with great potential for growth in the street and sneaker culture.

Co-Founder Nick Amin shared that sneakers are more than a trend for him and his brother, as they consider them a lifestyle. They have witnessed the growth of sneaker culture in the West and believe that India will experience a similar phenomenon in the coming years.

Bernie Gross, Extra Butter’s Creative Director, emphasized the opportunity to tell important stories and create a representation of streetwear and high fashion that aligns with the brand’s vision.

To cater to customers across India, Extra Butter will offer delivery through its e-commerce website, which is set to launch on September 9, the same day as the store opening. The brand has further plans to open additional stores in Delhi and Bengaluru in the next two years.

The Mumbai flagship store’s design, helmed by acclaimed Interior Designer Sarah Sham of Essajees Atelier, reflects Extra Butter’s NYC stores while incorporating Indian influences. The space aims to remain interesting and luxurious, with a careful balance between Mumbai and New York aesthetics.

Additionally, Extra Butter’s Mumbai store features an indoor-outdoor commissary in partnership with renowned restaurateur Aditi Dugar’s TwentySeven Bakehouse. The cozy cafe space offers a respite from the city’s hustle and bustle, with handmade wicker furniture, exotic plant life, and a unique ambiance.

Sarah Sham expressed her belief that Mumbai lacks a store like Extra Butter, which successfully marries Western and Indian aesthetics. The store aims to elevate product offerings and inspire a community through individual journeys.

With its grand entrance into Mumbai, Extra Butter is poised to leave a lasting impact on India’s streetwear culture and provide an unparalleled shopping experience for fashion enthusiasts in the city.

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