The New York streetwear and lifestyle brand, co-founded by brothers Ankur and Nick Amin, is poised for its international debut in Mumbai, India on September 9th. Nestled in Lower Parel, the flagship store promises an unrivaled retail experience, featuring a meticulously curated selection of premier streetwear fashion brands and an innovative storytelling approach.
Upon its opening, patrons can anticipate an impressive lineup of brands, spanning from A Bathing Ape to Carhartt WIP, Dhruv Kapoor, Drôle De Monsieur, Gramicci, John Elliott, Marni, Neighborhood, Pleasures, Thug Club, and renowned footwear brands such as Adidas, Asics, Birkenstock, Converse, Crocs, New Balance, and Puma.
currentMood Mag: Can you share the inspiration behind the creation of Extra Butter, and how did your personal passions for sneakers, film, sports, and culture contribute to its inception?
Ankur Amin: Extra Butter emerged from the concept of merging all of our passions and interests into our brand. We had spent 25 years in the sneaker industry before launching Extra Butter, so sneakers had always been a personal passion of mine. However, I was equally captivated by the worlds of film, music, and sports.
By 2007, a fully developed community had formed, dedicated to collecting and discussing sneakers in both New York City and on the internet. Much of the credit for nurturing this community goes to iconic NYC establishments like Alife, Nort, and Reed Space, which pioneered and fueled the movement during its early stages. It was during this time that my partner introduced me to these extraordinary and seemingly experimental stores, all of which had adopted the distinctive personalities of their founders. They exuded authenticity and fostered a sense of community rather than solely pursuing transactional business goals.
These experiences deeply inspired me when we embarked on the journey of creating Extra Butter. Our vision for EB was to make it a genuine reflection of everything we were authentically passionate about.
cM: Opening your first international location in Mumbai is a significant milestone. What motivated you to choose Mumbai as your inaugural international destination, and what do you aspire to contribute to the city’s fashion scene?
AA: Absolutely, the opening of our store in Mumbai marks a pivotal moment for both my family and me. It’s a bit of a “full circle” story. As a child growing up in Gujarat, prior to relocating to the US at the age of 11, I held Mumbai in awe. I was enchanted by its bright lights, towering Bollywood billboards, and skyscrapers, and I cherish fond memories of my visits to this vibrant city. We then moved to New York City, first residing downtown before settling in Queens and later Long Island. With Extra Butter, we initially launched our stores in Long Island, followed by Manhattan and Queens, and now we’ve come back to Mumbai, India – completing the circle.
From a business perspective, India seemed like the perfect market for us. It boasts one of the world’s fastest-growing economies, a burgeoning middle class, and the youngest population globally. The opportunity in India parallels what China offered 15 years ago. The streetwear and fashion market here still feels relatively untapped, as the movement is in its nascent stages but growing rapidly. We believe that by bringing our NYC experience and product mix to India, coupled with compelling content and stories to provide greater context to the products, Indian sneakerheads and the culture as a whole stand to benefit tremendously.
cM: Could you elaborate on what customers can expect when they visit the flagship store in Lower Parel, Mumbai?
AA: Our expertise lies in curation and storytelling. Our goal is to provide an array of best-in-class products sourced from the most esteemed brands within the culture. We aim to ensure that the products we offer carry not only exceptional quality but also hold cultural significance and come with intriguing backstories.
To complement our offerings from favored brands, we will introduce our own private label featuring essential streetwear pieces such as tees, hoodies, hats, along with more intricate collections of cut-and-sew garments.
cM: Your private label features classic ‘Official Selection’ logos and Bombay-inspired graphics. Can you tell us more about the design philosophy behind these elements and how they connect with your cultural roots?
AA: Extra Butter has always revolved around our community, drawing significant inspiration from culture. We envision the Extra Butter brand residing at the crossroads of fashion, art, sports, cinema, and music. Therefore, our objective is for our private label products to embody all the elements that inspire us.
cM: You mentioned that sneakers are more of a lifestyle than a trend for you. How have you observed the evolution of sneaker culture, from its early days in NYC to its current state, and what potential do you see for it in India?
AA: As I mentioned earlier, we’ve been part of the sneaker world even before the introduction of the Air Jordan 1. Therefore, we’ve witnessed the growth of sneaker culture from its very beginnings. Initially, sneakers were primarily viewed as functional footwear designed for sports. Over time, they have transformed into a form of art in certain circles, and this circle is expanding and will continue to do so.
In India, sneaker culture has gained significant momentum over the past few years, and we believe it will continue to evolve into a means for individuals to express themselves and their passions.
cM: India is still in the process of developing its street and sneaker culture. What opportunities and challenges do you foresee in establishing a presence in this market?
AA: We believe there’s boundless potential for our brand in India, and the opportunity is substantial. However, there are challenges that can prove quite restrictive. Navigating regulations and policies in India can be a complex endeavor. Our project here has taken considerably more time than our initial expectations due to these complexities. Nevertheless, the most challenging phase is behind us, and our primary focus is on delivering the best possible experience for our community.