Born and raised in New York, Bernie Gross is the creative director of Extra Butter. Unofficially, he has touched the Extra Butter brand since its inception. Formerly a mom and pop sneaker store on Long Island (one that "had its community on lock in terms of customer service," according to Gross), Extra Butter was officially founded in 2007, with its goal being to house upscale products with a premium presentation.
And the Lower East Side store delivers. Surrounded by the latest streetwear jawns and sneaker releases, the gleaming brick and mortar embodiment of the Extra Butter brand is nostalgic, polished and memorable. Velvet burgundy theater seats sit squarely in the center of the action, while an authentic concession stand displays grooming products and accouterment to keep your sneakers clean. "Everything is through a cinematic lens," Gross says to ONE37pm one morning, his haircut expertly faded and his pants an unreleased Extra Butter sample in neon orange.