Kitchenware supplier Crux and Bronx-born culinary collective Ghetto Gastro have teamed to launch a new assortment of kitchen appliances that will debut at Williams Sonoma.
During a special pre-launch of the collection, Williams Sonoma will offer customers and followers of Crux and Ghetto Gastro the opportunity to purchase The TRNR, a rotating double waffle maker with a striking bright red heating plate, prior to the official launch of the full collection on September 29.
Inspired by a youthful generation of cooking enthusiasts, the collaboration taps Ghetto Gastro, a collective of top chefs and thought leaders who utilize food to empower communities and advance social justice by igniting conversations around race, class and inclusion.
Ghetto Gastro’s members, Jon Gray, Lester Walker and Pierre Serrão began to conceptualize a kitchenware brand along with Crux during the summer of 2019. The one-of-a-kind kitchenware line is reimagined through the Crux and Ghetto Gastro ethos, offering sleek, simple-to-use appliances with bold design details.
“Ghetto Gastro represents youth and a culture that is transcending boundaries, which aligns with the brand ethos of Crux.” says Shae Hong, CEO and founder of Crux. “With CRUXGG, we wanted to redefine the category, bringing never-before-seen style to the countertop and doing it with purpose through partnerships with Know Your Rights, ReThink Food and C-CAP.”
“From the moment we linked up with Shae and the Crux team last year, we knew that we shared a vision for disrupting and breathing new energy into the category,” said Ghetto Gastro’s Gray. “We created CRUXGG to tell a story through our shared visions of style and purpose, one that lifts up communities and allows us to connect through food.”
Ryan Ross, president of Williams Sonoma, said the retailer began working with Ghetto Gastro and Crux on a collaboration more than a year ago out of admiration for the culinary collective’s shared commitment to community and advancing social justice through food.
“Ghetto Gastro’s culinary prowess and passion for design, culture and community come through in every piece of the collection,” he said.
To help further realize CRUX and Ghetto Gatro’s philanthropic commitment, 100% of the proceeds from the collaboration will be donated to ACLU’s Know Your Rights Camp—which helps advocate the efforts to end police brutality, demand racial justice, and defend the rights to protest—through October 2020.
The CRUXGG collection for Williams Sonoma includes:
The KING – CRUXGG KING 3.5HP Blender Capacitive Touch Matte Black
The 10-speed KING blender is a force to be reckoned with. With a 3.5 peak horsepower motor, it can easily handle ice, frozen fruits, fresh veggies and more. It can even turn grains into flour and nuts into milk with the push of a button. $299.95
The DRIP – CRUXGG DRIP 14 Cup Programmable Coffee Maker Matte Black
The DRIP coffee maker features three coffee strength settings – regular, gourmet, and bold – so you can choose how you brew every morning. Top of the line features like pause and serve, auto shut off, and a permanent filter basket, so no paper filters needed. $99.95
The MUSA – CRUXGG MUSA 6.5 Qt. Air Pro Cook & Fry Matte Black
The MUSA AirPro combines 10, yes 10, cooking functions into one sleek machine. Think pressure cooker + air fryer + the best looking thing on your countertop. $299.95
The BRED – CRUXGG BRED 2LB Bread Maker Matte Black
BRED is our all-purpose bread maker built to save time and simplify baking. This thing has 15 preset programs, two loaf sizes, three crust colors and can be used to make jams, doughs and cakes. $169.95
The SATA – CRUXGG SATA 2 Slice Toaster Matte Black
The SATA 2-Slice toaster has what you need for the perfect countertop toaster. Extra-wide slots mean more room to hold that thick bread, bagels and Texas-style Toast. 6 shade settings with reheat for precise browning. $69.95
The TRNR – CRUXGG TRNR Double Rotation Waffle Maker Matte Black
The TRNR double rotating waffle maker can cook up to 8 Belgian style waffles in under ten minutes. Plus, it promises even cooking and browning on all the angles. $149.95
The NEFI – CRUXGG NEFI 6 Slice Digital Toaster Oven with Air Frying Matte Black
The NEFI Toaster Oven combines intense heat and turbo convection to maximize airflow for that crispy food your whole crew has been craving. $249.95