All the way from New York! Extra Butter’s new store in Mumbai is a visual feast for the sneakerheads

A new spot for all the pop-heads in town. Ankur and Nick Amin are here with a museum of everything: sneakers, movies, sports and culture. Extra Butter, a globally renowned streetwear brand from New York has made its way in the cultural capital of India — Mumbai. This 5,000 sq ft retail space designed by Sarah Sham of Essajees Atelier addresses the youth in Mumbai, a generation that is all about self-expression.

A suspended colossal film reel runs across the ceiling, prompting you to follow it just like you’re chasing the stars. As one imitates the path with heads held high and eyes set on the film, just in that very moment you can live through the brand’s milestone moments spanning two decades.

For the love of movies!

The hero is the design, be it the graffiti art or the graphic tees that stand out in the otherwise muted colour palette. The overarching theme of ‘Ode to the Movies’ permeates the entire space, reflected in the subtle details of design and decoration. The New York City streets life rings around in the bathroom as well.

“Ankur wanted the space to remain interesting even on one’s 10th visit to the store. He wanted a luxury store that 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” says Sarah.

All up for a spree!

Aditi Dugar’s TwentySeven Bakehouse sits right outside the store making sure to give you all worldly treasures. The upscale cafe aims to provide a temporary escape from the city’s busy atmosphere. With its carefully chosen flooring, handcrafted wicker furniture, exotic plants and the rear patio, this space offers a distinct and unforgettable experience.

Best of both worlds

“I don’t think Mumbai has a store that’s anything like this. I feel like either brands try to emulate the west or western aesthetics, or they stay very rooted in India. Here we’ve managed a happy marriage between the east and west,” concludes Sarah.

Extra Butter offers a wide range of esteemed international brands including A Bathing Ape, Carhartt WIP, Dhruv Kapoor, Drôle De Monsieur, Gramicci, John Elliott, Marni, Neighborhood, Pleasures and Thug Club, each reflecting a distinctive aspect of modern urban fashion. Moreover, the store features top-tier footwear selections from leading brands such as Adidas, Asics, Birkenstock, Crocs, New Balance, Puma and others.

FACTFILE:

Project Name: Extra Butter

Location: Mumbai

Project Size: 5,000 sq ft

Firm name: Essajees Atelier

Names of the Principal Designer: Sarah Sham

Photography by Karan Jawale from the Extra Butter team

Styling by Extra Butter team