US brand Extra Butter to open first India flagship store on in Mumbai on September 9

On September 9, US-based streetwear and sneaker brand Extra Butter will open its first ever flagship store outside of the US in Mumbai’s Lower Parel. The store will retail a range of global brands and its own product line and the brand will launch its India e-commerce store on the same day. 

“Firstly, I am Indian-born, so it means a lot to me, personally, to bring products and stories that I love back to my homeland,” said Extra Butter’s co-founder and CEO Ankur Amin in a press release. “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.”

The store will retail streetwear from a mix of global brands including A Bathing Ape, Carhartt WIP, Dhruv Kapoor, Drôle De Monsieur, Gramicci, John Elliott, Marni, Neighborhood, Pleasures, and Thug Club. The store’s sneaker segment will include labels such as Adidas, Asics, Birkenstock, Converse, Crocs, New Balance, and Puma among others. 

“My brother and I have been in this industry for over 40 years and sneakers are more a lifestyle than a trend for us,” brand co-founder Nick Amin. “We have borne witness to this culture during its birth in NYC and seen it grow astronomically over the years in the West and believe that it will do the same over the next few years in India.” 

The store was designed by Sarah Sham of Essajees Atelier and also features an indoor-outdoor commissary in partnership with Aditi Dugar’s, TwentySeven Bakehouse. Following its Mumbai opening, Extra Butter plans to open stores in Delhi and Bangalore in the coming two years.
 
“We have the opportunity to tell some important stories, set the tone and create a landscape that we feel would be a proper representation of what is streetwear and high fashion in our eyes,” said Extra Butter’s creative director Bernie Gross.
 
Ankur and Nick Amin launched Extra Butter in 2007 in New York, US. The brand aims to combine its founders’ passions of sneakers, film, sports, and culture through its fashion boutique and independent lifestyle brand.