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



The sneaker category will feature Adidas, Asics, Birkenstock, Converse, Crocs, New Balance, and Puma.
US-based streetwear and sneaker brand Extra Butter is opening its first flagship store in Mumbai. The outlet will join the brand's long list of international locations. At the same time, the company is launching its online store in India.

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"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 new store will feature collections from global brands including A Bathing Ape, Carhartt WIP, Dhruv Kapoor, Drôle De Monsieur, Gramicci, John Elliott, Marni, Neighborhood, Pleasures, and Thug Club. The sneaker category will feature Adidas, Asics, Birkenstock, Converse, Crocs, New Balance, and Puma.

"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."

Sarah Sham of Essajees Atelier has designed the store in partnership with Aditi Dugar's, TwentySeven Bakehouse.After launching in Mumbai, the brand reportedly gears to open its first stores in Delhi and Bangalore within 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.

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