1. Please introduce yourself.
In 2007, Extra Butter was born from an idea to combine our passions for film, fashion and culture. Now, it’s a globally recognized New York City boutique and independent lifestyle brand that offers consumers best-in-class products and innovative retail experiences. Extra Butter has built its name through a unique approach of storytelling around product drops, collaborations with influential tastemakers and brands and on-trend private label collections, while maintaining an approachable neighbourhood store vibe.
Below, Extra Butter’s CEO and Co-founder, Ankur Amin and Creative Director, Bernie Gross share their thoughts.
2. What is your earliest adidas memory?
AA: I may have had other adidas before this, but the ones I remember most were Adidas Conductors in the NY Knicks colourway. This was back in 1989, when the Knicks and Patrick Ewing, who wore the conductors on court, were starting to become the talk of the town. I bought them to hoop in, but we played on a concrete floor, so I hardly wore them as I didn’t want to scuff them up.
BG: I used to attend a summer-long sporting camp and would be heavily influenced by what my counsellors wore. I remember one year, it was almost a style requirement to have adidas Sambas. I just remember how unique they looked: with the very low profile and elongated tongue. A co-camper had a pair of Sambas that he never wore, I think because they didn’t fit him. I offered to do his chores for maybe a week or so before he agreed to give them to me. I used to think I was faster and more agile wearing them.
3. The ’90s was a key decade in the history of sportswear. How did adidas feature for you then?
BG: Growing up in the b-boy community, one of my favourite breakers was Ken Swift. He evoked a style of dance and showmanship that just spoke to me. He released a video mixtape and there was a section where he’s dancing in an empty concrete playground in The Bronx, just free styling to the music and looking super fresh in a pair of Gazelles. I’d rewind and replay that section over and over to learn from it. Hands down the reason why Gazelles are one of my favourite sneakers of all-time.