Where? Downtown Brooklyn on Atlantic Avenue, a street known for quirky, vintage furniture stores. In that respect, Butter is an oddity in this part of New York. Who? Butter was launched in September 1999 after Philadelphia-born Eva Weiss, whose fashion experience includes stints at Ralph Lauren and Armani, noticed a lack of cool boutiques in the area. In 2002, her sister Robin, a photographer turned stylist, joined the business, having opened a shoe store called Jelly next door. The pair decided to consolidate their shops into one space to hone their vision. Fashion finds: the store began as a jeans and T-shirt boutique but has since evolved into an edgy fashion hotspot. Expect a tight edit of clothing the owners love, with brands ranging from virtual unknowns to the hard-to-find, including Dries Van Noten, Rick Owens, Local, KristenseN du nord, Tucker, Clu, celebrity favourite Jenni Kayne and casual tees from James Perse. The shoe selection is second to none, with styles from Marni, Henry Beguelin, Martin Margiela and Fiorentini + Baker. While there are no plans for an in-house collection, there is a small line of jewellery under the Butter label. Fashionistas can also find one-of-a-kind pieces created by designers especially for the store. The vibe: the 1,200 sq ft shop is organised differently from other boutiques: there is one size of each item out on the racks, making it a stress-free shopping experience (customers can request other sizes, which are stored in the back). The store is decked out with wood floors and cream walls, and two huge skylights add plenty of natural light. The crowd: hip Brooklyn gals plus fashion editors from Manhattan who like to have their fingers on the pulse. Robin describes her customers as women who 'want pieces to add to their own personal style, and not items that are available everywhere'. Extras: Eva's dog, Ross, is always in the store and has become a mascot. In December, the girls opened Consignment several doors down. It stocks leftover sale merchandise and second-hand goodies from stylists and fashion editors. Butter is at 389 Atlantic Avenue, Brooklyn, New York, tel: 1 718 260 9033.