Although the store Jeff Staple founded closed its doors Sept. 30 after 15 years in business, it’s not the last fans will see of his beloved Reed Space. But before a new Reed Space opens, Staple, the new creative director of TGS Inc. — the parent company of Extra Butter, Rise and soon-to-be-open Nashville, Tenn.-based Rooted — will lend his veteran knowledge to help Extra Butter commemorate its upcoming 10th anniversary.
“This partnership is effective immediately, but the ramifications of this venture will reverberate for years,” Chase Ceparano, co-owner of Rise, told FN. “In the coming months, TGS will focus its energies on celebrating the 10th anniversary of Extra Butter. The last decade has given EB the opportunity to speak a different voice in the sneaker community, and it’s time to revel in that.”
Extra Butter co-owner Jason Faustino added, “As we embark on our 10th year, we’ve found both a unique perspective and commonality with Jeff in how we view what’s next, and we’re thrilled to be moving things in that direction.”
Following its Extra Butter anniversary preparations, the attention of TGS will turn to open a new iteration of its recently acquired Reed Space, which will be branded Reed Space 2.0.
“When we opened our doors at Reed Space back in 2002, it was a completely new and authentic way to contribute and engage with this community,” Staple said. “In Reed’s next form, it will be even bigger, more meaningful, and more influential.”
Ceparano added, “The newest incarnation of Reed Space will focus more on design and lifestyle than a direct retail experience. It will be a place to make discoveries and challenge your tastes.”
Ankur Amin, president of TGS, said the Reed Space acquisition and teaming up with Staple will improve the experience at all the TGS stores.
“We want our stores to be able to engage with the brands we stock in a larger way for a more exciting and dynamic customer experience,” he said. “Adding an industry icon like Jeff Staple as creative director and the Reed Space brand in our stable of banners gives us a unique opportunity to amplify the different voices in this community, and encourage innovations in retail.”
Reed Space 2.0 currently is without an opening date.
Staple recently dropped a four-shoe collaboration with Puma, using the brand’s Suede and Blaze of Glory silhouettes. Reed Space carried all of the shoes on Sept. 13, and later divided the colorways of the Suede by continent, sold on Sept. 17 at Puma stores and at select retailers.