Crux, Ghetto Gastro To Launch Kitchen Electrics Collaboration At Williams Sonoma

Made by Gather has teamed its Crux kitchen electrics brand with Ghetto Gastro, a Bronx, NY-born culinary collective, to launch with Williams Sonoma an exclusive collaboration of boldly designed, premium small appliances positioned along a theme of advancing social justice through food.

Ghetto Gastro is 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.

A full collection of CRUXGG electrics is set to begin selling at Williams Sonoma on September 29, following a pre-launch offer on Williams-Sonoma.com of the TRNR rotating double waffle maker with a bright red heating plate, according to a joint release by Crux, Ghetto Gastro and Williams-Sonoma.

Crux and Ghetto Gastro members Jon Gray, Lester Walker and Pierre Serrão began to conceptualize a collaborative kitchenware brand during the summer of 2019. The one-of-a-kind electrics line showcases sleek, simple-to-use appliances with bold design details, according to Shae Hong, CEO and founder of Made by Gather (formerly Sensio) and the Crux brand.

“Ghetto Gastro represents youth and a culture that is transcending boundaries, which aligns with the brand ethos of Crux,” Hong said. “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 Jon Gray, co-founder of Ghetto Gastro. “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.”

Williams Sonoma president, Ryan Ross, said, “Ghetto Gastro’s culinary prowess and passion for design, culture and community come through in every piece of the collection. Williams Sonoma began working with Ghetto Gastro and Crux on a collaboration over a year ago out of admiration for the culinary collective’s shared commitment to community and advancing social justice through food.”

Crux and Ghetto Gastro announced 100% of the proceeds from the collaboration through October 2020 will be donated to ACLU’s Know Your Rights Camp, which helps advocate efforts to end police brutality, demand racial justice and defend the rights to protest.

The CRUXGG collection for Williams Sonoma includes: The King— a 3.5-horsepower, 10-speed capacitive touch blender in matte black; $299.95.

The Drip— a 14-cup programmable coffeemaker in matte black featuring three coffee regular, gourmet, and bold coffee strength settings; $99.95.

The Musa— a 6.5-quart AirPro pressure cooker/air fryer combo in matte black featuring 10 cooking functions; $299.95.

The Bred— a 2-pound breadmaker in matte black featuring 15 preset programs, two loaf sizes and three crust colors; $169.95.

The Sata— a 2-slice toaster in matte black featuring extras-wide slots, six shade settings and reheat; $69.95.

The TRNR, a rotating double waffle maker in matte black designed to cook as many as eight Belgian-style waffles in less than 10 minutes, $149.95.

The Nefi— a 6-slice digital toaster oven with convention air frying function in matte black; $249.95.