Bernie Gross is all about owning what makes him unique. The creative director of one of the most notable New York-based streetwear boutiques, Extra Butter, played a key role in opening up the retailer’s second location in Long Island City, Queens. Gross, a Queens native himself, sees it as a homecoming. “I think it was always important for us to embrace our heritage and our history — it speaks to the authenticity of the Extra Butter brand,” he says. “We always want to connect in a genuine way with our followers, and it was important to embrace our community in Queens so people would know there’s more people to look up to and vibe with here.” Read more at Hypebeast.