Extra Butter, a New York-based staple that has turned into a global force in sneakers and streetwear, is teaming up with UGG for an all-new collection that brings the fine arts to the comfort of your feet.
The Southern California footwear company and the renowned boutique deliver a Renaissance-themed line that includes the Neumel “Marble” Boot, Tasman “Still Life” Slipper, Fluff It “Fresco” Slipper, and the Duffield Throw “Marble.”
We had the chance to speak to Extra Butter’s Creative Director, Bernie Gross, ahead of the collection’s release. Learn what he had to say below, and keep it locked on SoleSavy to learn more about upcoming releases and how to buy them for retail.
SoleSavy: Since its inception in the Lower East Side, Extra Butter has been at the forefront of sneakers. The retailer’s recent collabs have been expressive, and the UGG collab captures the epitome of what you’ve been able to bring to life under your vision. What was it like to bring your art background into this collection with the help of UGG?
Bernie Gross: I’ve had a pretty great relationship with UGG through the years, starting in 2005. It’s interesting to see the partnership blend with our retail landscape. Within conversations we’ve had in recent years, they’ve come to understand what it takes to disrupt the market and provide fresh perspectives. To do so, you have to identify the people who can disrupt the market most genuinely. Thankfully, that happens to be Extra Butter.
I’ve been hinting at the idea of an art design story, and I think it was the best timing to tell this type of story through Extra Butter. I hope this kick starts to add art design as another part of the Extra Butter storytelling list.
SS: What’s it like to work with such a prestigious footwear brand?
BG: There’s a lot of pressure to make sure we create a point of differentiation for us. For all of our partnerships and collaborations, we want to make sure you see the product in a new, different way. We want to make sure that you know that Extra Butter created it.
Knowing that they would be a great partner by wanting to make sure that we’re creating the best product possible. When it comes to craftsmanship, they’re always up there in making sure the product is a priority.
SS: What was the process in selecting the silhouettes, the accompanying designs, and the model selection for the editorial?
BG: The model selection was easy. With having such a history with them and selling their models, we looked at the UGG heritage and wanted to land on the Neumel and the Tasman. Those resonate the most with our consumers. We wanted to do a slipper when we first discussed the project. They alluded that they were working on a new slipper. We felt that this was great timing for us to work on a new style — the Fluff It.
It was clear that we wanted to create something that would have a distinguishable look, much like classic art. As a whole, I wanted to make sure that you could tell that it was a cohesive story. Each one has its own DNA implemented in the design.
When we decided to go to market, I came across so many different artists and creatives within the EB community. I thought it would be great to tap into the up-and-coming and under-the-radar creatives who might not have the platform of their own to build their following and get opportunities. That’s how we landed on an editorial with POC (people of color) talent with individuals like Malik Roberts, Maya Davis, Austin Willis, and Mason Eve.
They all brought something very unique to the table. They’re all very different types of artists/creatives, so I wanted to help them tell their stories. Through this, I learned that fine art isn’t dead within a younger audience. It’s very much alive with them. They’re the ones evolving it and redefining what fine art is. The product design is always important, but the storytelling is equally important. It helps push the story and get our followers, our consumers, to understand where we are and the sentiments we have behind the design concepts.
The Extra Butter x UGG collection releases on November 19 at ExtraButterNY.com. The collection will also be available in-store at Extra Butter’s Long Island City and Lower East Side locations. As always, our sneaker monitors and release day strategy will have members ready for drop day.
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