Bronx-based food collective Ghetto Gastro has made waves in the culinary world with its mission to highlight and celebrate its neighborhood’s art, fashion, music, and dishes. And now the chef-led group is bringing its powerful vision to kitchens across the country: It’s partnered with kitchenware brand Crux to create CRUXGG, a line of appliances sold exclusively at Williams Sonoma.
“With people cooking more at home, we want to provide a multidimensional tool kit that empowers that,” Ghetto Gastro CEO Jon Gray wrote to Food & Wine. “It’s all about nourishment.”
The collection comprises seven items, including a coffee maker, an air fryer-pressure cooker, and a toaster oven. Their striking black and red builds and minimalist style were not only inspired by the futuristic looks of Blade Runner and Atari, but intended to make a bold statement on kitchen counters.
“Ghetto Gastro is the Black Power Kitchen so we had to hit them with the matte,” Gray said.
Most importantly, CRUXGG is a continuation of Ghetto Gastro’s efforts to generate discussions about social justice and racial inequality. Throughout October, all sales from the collection will go towards Colin Kaepernick's Know Your Rights Camp, which advocates for positive social change in Black and Brown communities.
For Crux Founder and CEO Shae Hong, the collaboration with Ghetto Gastro is a chance to recognize the diversity, resilience, and attitude of New York City.
“Crux was the first to bring bold, simple, design-forward products to market that were made specifically for the youthful home cook,” he said. “[Ghetto Gastro’s Jon Gray, Lester Walker, and Pierre Serrão’s] personal stories of overcoming adversity paralleled mine in certain ways. We share a similar passion for food, art, and fashion, but most importantly, we share a philosophy of leading with the kind of humility and optimism that comes from turning challenges into opportunities.”
CRUXGG marks the first time Williams Sonoma has released a line from an all-Black collective—and it’s already flying off the (virtual) shelves. When the retailer introduced the collection’s TRNR waffle maker earlier this month, the gadget sold out in just 72 hours.
Starting today, you have the chance to snag that waffle maker, plus the six other CRUXGG appliances. Scroll down to check them out and add them to your cart ASAP. We have a feeling they won’t stay in stock for long.