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.
Exclusive: @longchamp is planning to stage its first official runway show at New York Fashion Week this fall. The French leather goods firm has expanded into ready-to-wear as part of its repositioning as a lifestyle brand. The show, scheduled for September 8, will also cap the brand’s 70th anniversary celebration. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @dominiquemaitre)
The Duke and Duchess of Sussex undertook their first overseas engagement as a married couple in Dublin. The trip included multiple events and outfits changes, including this black dress by @emiliawickstead that Meghan Markle wore for a party at the British Ambassador’s home. #wwdfashion #royals
At 20 years old – and with an estimated net worth of $900 million - @kyliejenner is the youngest person to ever make @forbes’ annual list of America’s Richest #SelfMadeWomen. “It’s incredible to be recognized for something I’m so passionate about, and I’m really grateful for that. I’ve always loved makeup and worked really hard to bring the first lip kit to the market,” said Jenner on founding @kyliecosmetics. See who else is on the list on WWD.com. #wwdnews #wwdbeauty (📷: @rainerhosch)
“The collection is inspired by Tulum and the Mayan Riviera – its laid-back luxury, life of cabanas, untouched coastline, natural habitats, exotic cocktails and jungle parties with renowned DJs,” said Matteo Maniatty, creative director and cofounder of @descendantofthieves, on the brand’s inspiration for its latest collection. See more designer sketches and inspirations on WWD.com. #wwdfashion #nyfwmens #nyfw
@riccardotisci17 is releasing a limited-edition capsule collection as part of his anticipated runway debut for @burberry in September. Delivered in a series of instant drops, this is the second Burberry capsule collection announced since Friday, when Tisci broke the news on his collaboration with @viviennewestwood. Get all the details on WWD.com. #wwdfashion #wwdnews
“It’s like a Cinderella story. You get a little fake, you get a little real, you put it together and voilà,” said legendary rapper Slick Rick, who helped pioneer the merge of luxury and streetwear. WWD’s @ariahughes spoke to @therulernyc about his jewelry collection, his collaboration with @bally and how the industry has evolved – link in bio. (📷: @kristaschlueter)
@ragandbone and @eminem are teaming up on a special capsule collection of streetwear pieces. Sold at a one-day pop-up in London’s Soho on Friday, the collection features three different T-shirt designs and a hoodie. The capsule is set to kick off the rest of Eminem’s shows in his European Revival Tour, which ends on Sunday. Get all the details on WWD.com. #wwdfashion