Additional Butter’s journey started in 2007 when two visionary brothers, Ankur and Nick Amin, fused their love for sneakers, movie, sports activities, and tradition right into a ground-breaking idea. From this spark emerged Additional Butter, a dynamic New York streetwear and vogue boutique that grew right into a globally revered impartial way of life model. It is a model that does not simply promote merchandise; it crafts tales and fosters a tight-knit group.

All through the years, Additional Butter has elevated its repute by curating a peerless number of merchandise, delivering distinctive customer support, and providing a cinematic buying expertise in its retail boutiques. Tomorrow, Additional Butter is about to make its grand entrance into Mumbai, marking its maiden worldwide enterprise past U.S. borders. This iconic model’s flagship retailer will take root within the vibrant enterprise and retail hub of Decrease Parel, promising Mumbai an unforgettable style of worldwide streetwear tradition.

Providing experiential retail, a meticulously curated model and product combine, tailor-made digital experiences and their very own inimitable model of storytelling, Additional Butter Mumbai is all set to supply up one thing actually distinctive and never-before-seen within the metropolis.

Clients can count on a mixture of best-in-class streetwear vogue manufacturers, together with A Bathing Ape, Carhartt WIP, Dhruv Kapoor, Drôle De Monsieur, Gramicci, John Elliott, Marni, Neighborhood, Pleasures, Thug Membership, and the best tiers from main footwear manufacturers like Adidas, ASICS, Birkenstock, Converse, Crocs, New Stability, Puma, and extra.

Along with the fastidiously curated checklist of manufacturers listed above, Additional Butter’s Mumbai flagship retailer may even supply graphic tees and streetwear staples from the model’s personal label. The inaugural assortment options the model’s basic ‘Official Choice’ brand, together with retro Bombay-inspired graphics, which offer a enjoyable desi twist and a nod to the cultural roots of Additional Butter’s founders.

Talking concerning the launch of Additional Butter in India, Ankur Amin, Co-Founder & Chief Govt Officer – Additional Butter, mentioned, “Firstly, I’m Indian-born, so it means so much to me, personally, to carry merchandise and tales that I really like again to my homeland.  But additionally, India is a vital market.  It is an up-and-coming nation and there is a nice alternative to have the ability to break floor in an unlimited market that’s comparatively new to road and sneaker tradition.”

Co-Founder Nick Amin added, “My brother and I’ve been on this business for over 40 years and sneakers are extra a way of life than a pattern for us.  Now we have borne witness to this tradition throughout its start in NYC and seen it develop astronomically through the years within the West and imagine that it’s going to do the identical over the subsequent few years in India.” 

Additional Butter’s Artistic Director, Bernie Gross, additional commented, “Now we have the chance to inform some essential tales, set the tone and create a panorama that we really feel could be a correct illustration of what’s streetwear and excessive vogue in our eyes,” 

Additional Butter plans to ship all through India through their e-commerce web site www.extrabutterny.in, which additionally launches on September 9, together with the store.  The model’s future plans embody opening extra doorways in Delhi and Bengaluru within the coming two years.

Designed by acclaimed Inside Designer, Sarah Sham of Essajees Atelier, Additional Butter’s Mumbai flagship retailer retains the DNA of the model’s NYC shops whereas taking inspiration from India’s craftsmen and creatives.  

“Ankur needed the house to stay fascinating even on one’s tenth go to to the shop,” says Sarah. “He needed a luxurious retailer which spoke to Additional Butter’s legacy. However since that is their first outpost in India, and it is this huge, stunning, stand-alone house, we needed to do one thing that celebrated India too. So, the problem was to marry Mumbai and New York, which was achieved by purposefully utilizing Indian supplies. However, from an total look-and-feel viewpoint, it feels very internationally luxurious.” The décor workforce centered on the lighting with the intention to ensure that the whole lot is universally lit, and the product remained the star of the present. The imaginative and prescient was to current an area that elevates product choices and conjures up a group that strives to attain and construct memorable tales by way of their very own particular person journeys,” she added

Lastly, Additional Butter’s Mumbai retailer additionally boasts a comfy indoor-outdoor commissary in partnership with celebrated restaurateur, Aditi Dugar’s, TwentySeven Bakehouse.  The premium cafe house is supposed to momentarily transport one away from the hustle and bustle of town. From the flooring to the handmade wicker furnishings to the unique flowers and vibe on the again patio, the house is exclusive and memorable.

“I do not suppose Mumbai has a retailer that is something like this. I really feel like both manufacturers attempt to emulate the West or Western aesthetics, or they keep very rooted in India. Right here we have managed a cheerful marriage between East and West,” concluded Sarah Sham.