GASTRO

Williams Sonoma Just Teamed Up with Ghetto Gastro and Crux for a Bold New Kitchen Line

This new bold kitchen collection won’t just stand out on your countertops, but will raise awareness about social injustice issues, too: Williams Sonoma just launched its new collection CRUXGG. Created in collaboration with Bronx-based cooking collective, Ghetto Gastro, and kitchen design and manufacturing company, CRUX, the collection features seven sleek simple-to-use appliances like the BRED, a two-pound bread maker, or the TRNR, a double-rotating waffle iron.



a group of people standing in front of a store: All proceed from Williams Sonoma's Ghetto Gastro x Crux kitchen collection will go to Colin Kaepernick's Know Your Rights Camp through October.


© CRUGG
All proceed from Williams Sonoma’s Ghetto Gastro x Crux kitchen collection will go to Colin Kaepernick’s Know Your Rights Camp through October.



a train cake sitting on top of a table: During a pre-launch of the collection, select customers were offered the opportunity to purchase The TRNR rotating waffle maker. It sold out within two days, but has since been restocked.


© CRUGG
During a pre-launch of the collection, select customers were offered the opportunity to purchase The TRNR rotating waffle maker. It sold out within two days, but has since been restocked.

But what makes this collection so unique and powerful is the work Ghetto Gastro does behind the scenes. The collective started as a group formed to showcase the culinary excellence of the Bronx, but later added social injustice to its agenda and dubbed itself the “Black Power Kitchen,” according to its Instagram page. Founded by South Bronx natives Jon Gray, Lester Walker, and Pierre Serrão, Ghetto Gastro works to empower, educate, and entertain through food. As the trio often says, “food is a weapon,” and can be used to strike up conversations around race, class, food inequality, and more.

Shoutout to @ghettogastro we appreciate you! Head to Williams Sonoma and get your fly kitchen appliances! ❤️🤎✊🏾 Via – @esquire A recent photo on Ghetto Gastro’s Instagram shows an olive oil-laden cake, finished in a crisscrossing pattern of white LVs and four-pointed stars—the Louis Vuitton Damier. “Eat up the drip,” Ghetto Gastro co-founder Chef Lester Walker captioned it. Before that, the team was advertising an Instagram Live hosted by themselves and Samin Nosrat, the woman who reacquainted us all

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WILLIAMS SONOMA LAUNCHES NEW COLLABORATION WITH GHETTO GASTRO AND CRUX

The Exclusive CRUXGG Collection is Now Available at Williams-Sonoma.com

Williams Sonoma, a member of the Williams-Sonoma, Inc. (NYSE:WSM) portfolio of brands, announced the launch of a new collaboration with Ghetto Gastro in partnership with kitchen design and manufacturing company, CRUX.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20200929006088/en/

Ghetto Gastro Launches Collaboration with Williams Sonoma (Photo: Williams Sonoma)

Ghetto Gastro Launches Collaboration with Williams Sonoma (Photo: Williams Sonoma)

Born in the Bronx and inspired by a youthful generation of cooking enthusiasts, Ghetto Gastro is a collective of top chefs 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 worked with CRUX and Williams Sonoma for over a year to design a line of countertop kitchen electrics that serve up bold designs for home cooks who are plugged into the world beyond their kitchen. The end result is a line of kitchenware that offers sleek, simple-to-use appliances with bold design details.

During an exclusive pre-launch of the collaboration, Williams Sonoma offered customers and Ghetto Gastro aficionados the opportunity to purchase The TRNR, a rotating waffle maker prior to the official full collection launch on September 29th. The exclusive pre-drop of the waffle maker sold out within two days of launching, further driving excitement for the full collection launch. Fans of Ghetto Gastro including A-list celebrities and notable celebrity chefs joined in on the hype of the pre-launch by sharing the collaboration across their social media channels.

“Williams Sonoma has a rich history of offering our customers unique products that tell a story and support a worthy cause,” said Williams Sonoma President, Ryan Ross. “We are proud to partner with Ghetto Gastro and support their commitment to community and advancing social justice through food by being the exclusive retailer of

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