NY Clothing Brand Extra Butter Celebrates 420

New York City-based streetwear brand and retailer, Extra  Butter is set to release a new collection to celebrate 4/20. This unisex line is inspired by the  1993 film Dazed and Confused and features iconic imagery from the popular teenage comedy film. The limited-edition Extra Butter x Dazed & Confused collection will be available online  and in-store on Friday, April 16th, 2021. 

If you aren’t familiar with the film you must head to Netflix right now and watch it. It was a critically acclaimed cult favorite, written and directed by Richard Linklater. Shot in Austin Texas, the movie is set on the last day of school – and one wild night – in the lives of high school students in 1976. Complete with bongs and bell bottoms, macrame and mood rings, and featuring classic rock music by Aerosmith, Black Sabbath, and  KISS, this superb ensemble cast of up-and-comers like Adam Goldberg, Ben Affleck, Matthew McConaughey, Parker Posey, and Milla Jovovich. Look closely and you’ll see a brief scene with Renee Zellweger.  

“For this Dazed & Confused collection, we wanted the art direction to be simple and mellow,  highlighting key thematic elements signature to the film. When ideating a central graphic, we remixed the film poster’s smiley face with Extra Butter branding inspired by the official Dazed &  Confused typography. Working with Universal Pictures, we were able to obtain archival behind-the-scenes photos taken during filming. Elevating the accent graphics to puff print and embroidery really brings the pieces to life. 

My favorite piece is our interpretation of trippy black light posters you find at head shops.” – Bernie Gross, Creative Director.  

Extra Butter is a  progressive New York boutique and independent lifestyle brand that has built its name through a unique approach by curating a best-in-class assortment of products and a signature cinematic experience in its flagship store in New York City’s iconic Lower East  Side neighborhood, and its brand new store in Long Island City, Queens. Extra Butter has also collaborated with The North Face, Asics, Saucony,  Reebok, Adidas, and many more.  

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