October 8, 2013 BY Aaron Kr. / 6
When it comes to selling sneakers, it seems like Extra Butter has more fun than just about anybody, and their authentic passion and enthusiasm shines through in everything they do. Whether it’s their creative conceptual photo shoots, their customer-friendly approach and in-store events, or their movie-themed collaborative endeavors, the EB crew takes no shorts, constantly going above and beyond to make the products they sell feel more like a genuinely fun consumer experience rather than just stuff you buy at a store. And while that has proven to be a successful business strategy for them, if you’ve ever met the Extra Butter guys, it’s pretty clear that it’s all done sincerely out of love for the culture they’re so engrossed in.
But obviously those interests stretch well beyond just sneakers and apparel as evidenced by their ever-present affinity for cinema. Their store looks and feels like a movie theater almost as much as it does a sneaker boutique thanks to some cool decorative effects and the flat screens that loop one cult-classic after another all day long. So when it came time to get their feet wet in the collaborative sneaker waters, it was no surprise that they looked to the world of film for their inspiration.
Extra Butter’s first foray into the collab game channeled Mel Brooks’ classic comedy, Men in Tights, with two Reebok Pump models based on characters from the movie. For their second project, they’re getting a little more serious not only in subject
matter, but also in terms of the epic scope of the endeavor. Now teaming up with Asics, EB is poised to unleash an ambitious five-shoe capsule featuring five different Asics silhouettes inspired by the unfortunate names on Beatrix Kiddo’s hit list in Quentin Tarantino’s beloved Kill Bill films.
With the table set perfectly by Asics’ own “Kill Bill” Gel Saga release earlier this year, Extra Butter’s “Death List 5” collection picks up right where those left off in paying tribute to the contemporary classic films as the Volume 1 installment approaches its 10th birthday. Like the movies, the release of the shoes will be split into two parts and follow the plot’s chronological order, with the first half focusing on Vol. 1 Death List victims, “Cottonmouth” and “Copperhead”, by way of the Gel Saga and Gel Lyte III respectively.
It’s needless to say that there’s a lot going on here, so before it launches, we caught up with Jason Faustino and Bernie Gross from Extra Butter to get the complete lowdown on the first two drops and the story behind their anticipated five-shoe collection. To commemorate the 10 year anniversary of Volume 1’s debut in theaters, Extra Butter will release the “Cottonmouth” Gel Saga Saga this Thursday, 10/10 at their brand new Lower East Side location found at 125 Orchard Street in NYC, followed by an online release Friday at noon EST. Stay tuned for release info on the “Copperhead” Gel Lyte III coming soon, and in the meantime, you’ll find the full interview and photo gallery in the pages ahead.