American artist, skateboarder, and designer Jamie Story recently opened a plant-based restaurant, marketplace, and gallery in Los Angeles called EXTRA MARKET, INC. We had the opportunity to talk to Jamie a little bit about his passion for plant-based food.
Jamie grew up working in a variety of kitchens and he has been making most of the dished on the menu at EXTRA MARKET for his family for years.
VW: What sparked your passion for plant-based food? Health? The animals? The environment? A little bit of it all?
JS: There is an unnecessary stigma people have towards vegan and plant-based foods and sadly the majority of people in the U.S. do not eat healthy. I love animals. If we can make an impact and improve the environment in any way, we feel it can help. Offering a plant-based alternative in something simple and classic we can all identify with, like a Cheeseburger, can hopefully get people to indulge without guilt.
Photo credit: Jamie Story/Extra Market, Inc.
Speaking of cheeseburgers, the fan-favorite item at EXTRA MARKET has been the Single, a plant-based take on the classic American cheeseburger. “We wanted to replicate the flavors of a classic cheeseburger, not hide it with all types of toppings. People have been surprised it is plant-based which is exciting. We’ve been told it tastes like the actual burgers they would eat growing up, which was the goal.” says Jamie.
VW: Why the name Extra Market?
JS: We try to put a little Extra into everything we do.
Photo credit: @sdj
EXTRA MARKET is not just a restaurant and marketplace. It will also serve as a gallery space, collaborating with artists and brands to create exclusive and limited projects with veteran and up and coming creatives. Due to the pandemic, the gallery space, which is located behind the restaurant section, is not yet open, but will eventually play host to a variety of art, such as photography, fashion, video installations, events, and more.
In 2004, Jamie launched his clothing and accessories brand $, which has been worn by many well-known faces. He has also worked creatively with brands such as Supreme, Nike, and Sony.
Would you say your passion for food parallels your passion for clothing? If so, why?
It absolutely does. The creativity involved in both developing food and designing clothing, and the pursuit to produce the best results, are very similar.
You can check Jamie out at:
@jamiestory_
@extramarketinc
