Extra Butter is sharpening its focus to reach more customers.The sneaker chain, which was cofounded by Jason Faustino, Ankur and Nick Amin in 2007, has homed in on Faustino’s love of film with its newly designed boutique on the Lower East Side.The space, which is located at 125 Orchard Street, mimics a movie theater. Sneakers and clothes are displayed on the perimeter of the store and theater seats sit in the center. The outside of the flagship features a marquee and a ticket window. When the store is closed, a screen comes down over the storefront that streams movies throughout the night.“After 10 years in business, we wanted to refocus what our brand DNA and message is,” said Bernie Gross, Extra Butter’s creative director. “We wanted to emphasize film and cinema and translate that into an elevated retail experience.”This redesign comes after Extra Butter has made some internal staff changes and expanded the team. Since TSG Inc., Extra Butter’s parent company, acquired Jeff Staple’s Reed Space last year, Staple has come on to help with creative direction. The company has also hired Paul Lee, who was formerly the creative brand director and senior buyer at Ubiq in Philadelphia, as general manager.The reopening has also forced the team to reassess what they sell and decrease the number of stockkeeping units they stock in store. Gross said they will place more options on the e-commerce site, which now accounts for 50 percent of sales but will be closer to 75 percent next year.“We did this to ensure that we only display a top selection of the brands that we carry. We are part of the small group of elite sneaker shops, and we want to make sure that the product that hits the shelves is the best reflection of what we have to offer as a retailer,” Gross said.Extra Butter recently partnered with rapper Ghostface Killah on the AsicsTiger Gel Lyte MT called “Pretty Toney.” Amin said this is the first time Extra Butter has brought a third-party into its sneaker collaborations. The brand is well known for its highly sought after footwear tie-ups with brands including Saucony and Reebok, but Gross said going forward they will decrease the number of product drops they do.“Collabs have become quite saturated to the market,” Gross said. “We have an endless pool of inspiration to pull from movies and create these amazing storytelling opportunities, but we would rather quality over quantity. In 2014 and 2015, we did 18 collabs. We have the bandwidth, but the question is why do it if we can make the same statement with less collabs.”Amin said the private label is an area of growth for the retailer and he believes as top vendors go more direct-to-consumer, Extra Butter is tasked with transcending the relationships it has with these brands.Another challenge is the speed at which trends are changing. Amin remembered when the shelf life on a trend was around nine months, but now it’s closer to a quarter, which is forcing brands to edit product faster, which affects buying and private label design.There are plans for the Long Island store and also interest in opening a shop abroad, but Amin couldn’t reveal specific details.
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)
@denimdaysfestival, which initially launched in Amsterdam in 2014 and has since expanded to New York, is heading to Nashville for the very first time. The two-day festival, which will take place in November, will feature brand activations, hands-on workshops by artisans and denim mills, a vintage market, live entertainment, and local food and drinks. Get all the details on WWD.com. #wwdnews #wwdfashion
Later this month, the popular “Diana: Her Fashion Story” exhibit will be reopening. @historicroyalpalaces, the charity that manages @kensingtonroyal, has been working towards adding new, never-before-seen garments to the exhibit, including this dress created by Gianni Versace for a fund-raising dinner at the Museum of Natural History in Chicago. The exhibit will reopen on April 26 at Kensington Palace @wwdfashion
“Our family has always been engaged and interested in the world around us. [My brothers and I] were always encouraged to have our own opinion at a young age, which is not always something a child is asked — especially to have an opinion with reasoning behind it,” said @yarashahidi on becoming an activist. We caught up with the 18 year old last week, where she talked about her road to acting, how “Black-ish” led her to start conversations about identity and more. Head to WWD.com to read what she had to say #wwdeye (📷: @chelsealaurenla)