Streetwear Haven Fairfax Scores a Skater-Founded Shop for Vegan Eats and More
Extra Market, Inc. will serve limited-edition culinary drops, too.
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Los Angeles' plant-based food scene has landed a cool new meat-free mecca. Over on streetwear sanctuary Fairfax Avenue, hungry hypebeasts can grab a vegan burger and healthy grub at Extra Market, Inc, a new cafe, market, and gallery founded by Brooklyn-bred skateboarder, designer, and artist Jamie Story.
The former New Yorker debuted his 2,000-square-foot plant-based eatery and shop last October. It's located just steps from his past collaborator (now VF Corporation-owned) brand Supreme, for whom he skated professionally in the '90s before teaming with them as a designer.
The plant-based eatery offers up classic meatless burgers (think options like a single, double, and royale for $10 to $15) and specials like Uncle Paulie's Meatball Parm ($15), Frito pies ($7.50) fresh salads ($10 to $12.50), and sides ($5 and up) like fries, slaws, chili, potato salad, corn and more. You can also pick up cold-pressed juices, cookies, and other treats.
The space also stocks clothing and accessories from Story's label, $ (pronounced JMoney), and a gallery in the back will feature art, photography, and video installations and will play host to events once it's safe to do so.
"Being a vegetarian for 13 years and vegan for around five of them really led to this project," Story tells WhatRivaWore. "The transition started with eliminating pork, then beef, chicken then eventually dairy. Then it was sugar, caffeine, nothing processed, and [adding] a lot of raw vegetables, nuts & juices. While I am not fully plant-based now, I always felt there was a need for people who are not vegan or vegetarian to have healthier options without compromising what they enjoy eating."
Extra Market, Inc.'s arrival comes after it was originally slated to open in March, but the pandemic and global demonstrations pushed back that debut date.
"It's a challenge navigating through whatever this is and it feels almost unreal," he explains. "I also feel really blessed to be able to be actually open and operating, and while it's slow, so many businesses are struggling and facing many losses. We have to stay positive and we'll all get through this."
Given his streetwear history (Story has also worked with SSUR, Black Scale, and Stussy, among others), it makes sense that Extra Market, Inc. would settle in on Fairfax. "Many of my friends have businesses in the area. Growing up skateboarding and designing streetwear, you build a lot of great relationships and there are mutual interests," Story says. "The Fairfax area is an amazing cultural center in Los Angeles. It is young and creative while also rich in Los Angeles history."
The food menu will also serve up collabs, too. "We are excited about the future as we will start to release different specials and collaborative items," Story says. That includes monthly culinary creations with guest chefs and other friends in the food and creative worlds. "We want it to be fun!"
Take a peek inside the space and scroll through the gallery above; the cafe is currently taking online orders for pickup and local delivery via DoorDash, GrubHub, Postmates, and UberEats. Check out the menu and grab some lunch online here.
Extra Market, Inc., 457 North Fairfax Ave., L.A., 90036; open daily from 12 to 4 p.m.; (323) 917-5125
