Oct. 30, 2020 By Michael Dorgan
A Manhattan-based retailer that sells streetwear has opened a new location by MoMA PS1 in Long Island City and is offering customers much more than just designer apparel.
Extra Butter, which sells high-end clothing and footwear, opened at 22-03 Jackson Avenue Wednesday and brings an unusual twist to the shopping experience since customers can also watch movies and down fancy cocktails at the store.
The retailer said it places a heavy focus on customer experience and the main floor also functions as an in-house movie theater. The space features 12 vintage cinema seats that all face a large projector screen.
The store also has a hidden 1930’s speakeasy-inspired bar that serves top-shelf liquor, craft beer and cocktails.
The 3,000 square foot boutique has a minimalist design that allows space for art exhibits, pop-up events, and a concessions stand that is stocked full of rare sodas, candies and popcorn.
Extra Butter offers customers apparel and footwear from top brands like Stone Island, Nemen, Nike, Adidas, Carhartt and Comme des Garçons. The retailer also sells its own line of clothing and accessories.
The opening marks the company’s second store and its first-ever Queens location. It has operated its main store from Orchard Street in the Lower East Side of Manhattan since 2007 and also sells its merchandise on its website.
Co-founder Ankur Amin, who is from Queens, said that the store opening feels like a homecoming.
“My brother Nick and I started working at my uncle’s sneaker store on Queens Boulevard back in the ’80s and to bring Extra Butter to Queens almost 40 years later is an important milestone for us,” Amin said.
Extra Butter Creative Director Bernie Gross said that Queens is under-represented when it comes to the type of shopping experience that Extra Butter offers residents.
“People come to Extra Butter to get best-in-class products and an experience that’s unique and memorable,” said Gross, who lives in Queens.
“We approach the products from a storytelling perspective. Each item has a backstory and we aim to explore and communicate them to our audience,” he said.
The store is open Monday to Saturday from 11 a.m. to 7 p.m., and noon to 6 p.m. on Sundays.
Extra Butter will have exclusive sneakers and apparel releases this weekend to mark the store’s opening.