Extra Butter asked its customers to help design its next collaboration with Saucony via Instagram. Last night, the New York-based retailer offered a first look at the two initial samples via Periscope based on what was requested.
The Extra Butter For The People project, with “A Nite at the Drive-In” as its theme, uses the same color palette, but the first sample features metallic elements throughout the upper. The second sample has a slightly more subdued look.
“I love the personal Extra Butter branding touches my team put on the shoe after we fielded a few rounds of public comments and critiques,” Jason Faustino, co-owner of Extra Butter, told Footwear News. “But aside from that, my favorite aspect of the shoe has been the process. It’s fun for our team to engage, sit back and watch, and just see the reactions to how this whole thing takes shape.”
The retailer posted an image of both samples on its Instagram account after the Periscope viewing, asking its followers to leave comments naming the shoe they prefer and offering design suggestions before the second sample is constructed.
The unveiling can be viewed on Periscope for the next 24 hours.