Mark: Extra butter x UGG
Model: Neumel “Marble” boot, Tasman “Still Life” liner, Fluff It “Fresco” liner and Duffield throw
Release date: November 19
Price: Ranges from $ 120 to $ 180
To buy: Extra butter
What we say: Extra Butter drew on the classical art world for its latest collaboration with UGG. Together, the two brands are reworking the Australian label’s Neumel, Tasman and Fluff It models, as well as a Duffield blanket. Each piece is inspired by a different part of the classical art world, in particular: marble statues, still lifes, and fresco brush techniques.
Bernie Gross, Creative Director of Extra Butter, studied at the Fashion Institute of Technology in New York, which he says became an asset during the creation of the Extra Butter brand. Ahead of the project’s release today, Gross took the time to discuss the drop with Highsnobiety.
How and why were the shoe models chosen for this project?
Prior to Extra Butter, I started my retail experience working for Renarts, an alcoholic beverage store that had great success with UGG in the early 2000s. Figures like the ‘Tasman’ and ‘ Nuemel ”are the ones I remember selling when I was still working in the sales area. These are emblematic of the heritage of the UGG brand, but I’m particularly drawn to them because they remind me of my early years in footwear. We hope our designs will bring a new perspective to the hardcore UGG consumer.
“The Fluff It” is a fairly new style of slipper, but we loved the shape and thought it would be a great opportunity for Extra Butter to leave an early mark in its history as a UGG product. While the fur itself exhibits texture, we thought we would create even more dimension by creating a pattern of impressionistic brushstrokes in a way.
What features of the marble statues, fresco brush techniques and still lifes spoke to you the most when deciding what the collection should look like?
When considering fine art movements as an aesthetic, it was important to avoid those that are almost exclusively associated with a singular artist. We didn’t want the personality to drive the story, but rather the work itself.
In the end, we landed on marble, fresco brushes, and still lifes, as they were distinct from each other and spoke of very different regions and art timelines. Each of these offered a level of design that would allow for timeless and wearable shoes.
Why were the artists featured in the campaign chosen to represent the collection?
Above all, it was important to stand up for local artists and recognize that their work inspires the Extra Butter community. We wanted to showcase people of color and women, two groups often overlooked in the fine art.
We have a whole new generation of young artists from different backgrounds who are more than likely influenced by the same street culture we grew up in. They redefine the fine art landscape more than the fine artists of previous generations who tend to be generally privileged white men or commissioned by privileged.
We selected Malik Roberts, Maya Davis, Austin Willis and Mason Eve because they each brought unique talents to the table and embodied the idea of redefining how and what constitutes the art and the type of people who represent the fine arts community.
What do you hope the pop-up art gallery will achieve?
We have noticed that although both of our locations are near major galleries that tend to feature talent that has already built up an following or has an ongoing platform to promote their work.
What we hope to achieve with our pop-up art gallery is to bring visibility and provide a space where we can use our platform to focus on local artists and really under. the radar who are just as talented and creative as those artists that other galleries tend to present, but who unfortunately do not have the same opportunities as them.
At the end of the day, if we are able to bring visibility to these artists through this campaign and give them greater opportunities, then I would say the campaign was a success.
Buy the enter collection at Extra Butter here.