Jovani Hernandez Extra Butter, the conceptual retailer with strongholds in Manhattan, Queens, and Long Island, is heading to Mumbai, India.
Co-founded in 2007 by brothers Ankur and Nick Amin, Extra Butter has combined a unique approach to product, customer service, and retail spaces over the last 16 years, lending its affinity for creativity and film to handfuls of sneaker projects along the way. The first international Extra Butter experience heads to a place near-and-dear to the Amin brothers, as their family traces its roots brand to India.
“Firstly, I am Indian-born, so it means a lot to me, personally, to bring products and stories that I love brand to my homeland,” said Ankur Amin in an official press release shared with Urlfreeze News. “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.”
Extra Butter Mumbai opens its doors to the public on Saturday, September 9th, offering everything from A BATHING APE to ASICS to the South Asian country. Additionally, the New York-headquartered retailer will continue to offer its private label, with retro Bombay-inspired graphics forming part of the apparel offered in its new flagship store.
The Amin brothers employed acclaimed interior designer Sarah Sham of Essajees Atelier for the store. Sham was tasked with the challenge of retaining Extra Butter’s New York flavor and melding it with Eastern sensibilities. The goal was achieved by purposefully using Indian materials, and focusing on the lighting within the space. The result is something unlike anything else currently offered in Extra Butter’s new home country. The Amin brothers will launch an e-commerce website – www.extrabutter.in – to coincide with the physical store’s opening on Saturday; they already have their eyes set on opening doors in Delhi and Bangalore in the next two years.
Enjoy detailed shots of Extra Butter’s Mumbai store ahead. The shop is located at Utopia City, Madhusudhan Road, Pandurang Budhkar Marg, Lower Parel, Mumbai – 400013. Hours of operation are Monday to Sunday, 11 am through 9 pm (local time), and the shop can be reached at +91.96196.18883 (phone/WhatsApp) and [email protected] (email).
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