Extra Butter has partnered with New Balance for an exclusive early U.S. launch of the much anticipated 2002R "Protection Pack" in-store on Friday, August 13th, at both Lower East Side and Long Island City Extra Butter locations. Followed by a digital launch via draw on extrabutterny.com and EB Mobile App starting Saturday, August 14th.
Inspired by New Balance designer, Yue Wu's original concept of refined future, Extra Butter reinterpreted the creative into a Y2K themed story. Symbolizing the "eroded" panels and pre-distressed finishing of the 2002R's as wearable relics, the Extra Butter team looks back at the Y2K phenomenon aesthetics and technological ideologies that became trapped in time; a cultural delusion of what the new millennium would look and feel like.
“Being able to partner with New Balance and identify key styles & trends in the market that speak to the Extra Butter consumer is key. This NB 2002r model is just an example of new and innovative ways to cater exclusively to our consumer. ” Louis W. Colon III - SVP of Brand & Business Development @ Extra Butter.
The three-piece sneaker pack, available in Rain Cloud/Magnet, Phantom/ Magnet & Sea Salt/ Munsell White colorways, featuring premium hairy suedes, leather/mesh combinations, will release with an Extra Butter private label capsule of three t-shirt variations, a trucker hat and crew socks- featuring graphics reminiscent of the dated technology of the Y2K era. Customers of advance release will also enjoy a complimentary limited edition 45-min "Refined Future" Y2K mixtape, produced by Extra Butter and mixed by Darling Chuck.
Be sure to check out the Extra Butter "Refined Future" capsule featuring the limited New Balance 2002R available only at Extra Butter locations in New York City (Lower East Side and in Long Island City) starting on August 13th, as well as online via draw on www.extrabutterny.com and EB Mobile App beginning Saturday, August 14th.