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.
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 with the wonders of salt, fat, acid, and heat, for New York Times Cooking. Tonight, Ghetto Gastro’s got Matty Matheson of Vice’s Munchies fame talking with co-founder Jon Gray about his new, homestyle cookbook in a virtual event put on by the Strand bookstore in New York. The collective, which began in part to showcase the culinary excellence of the Bronx, has cemented itself as the “Black Power kitchen of tomorrow,” intertwining the issues of racism with food insecurity, to name just one talking point. It disperses cooking vibes, urges followers to vote, sells seriously cool merch, and spurs hard conversations about inclusion and inequality in the food world. And as that little snapshot of Instagram activity shows, Ghetto Gastro, under co-founders Walker, Gray, and Pierre Serrao, is tapping into a culinary corner of the internet that’s young, passionate, and hungry. So it makes a whole lot of sense that it’d join up with Crux, a New York-centric cookware brand (you might recognize its air fryer), on a new line of kitchen appliances. Those appliances are striking in appearance. The cause behind them is even more so: All the proceeds of sales from the Ghetto Gastro x Crux collaboration through October will go to Colin Kaepernick’s Know Your Rights Camp, which is working to empower the next generation of Black and brown leaders. That certainly sweetens the deal. Starting today, Williams-Sonoma is exclusively selling the collection, which you can check out below. Give your kitchen a new look, or start building an appliance collection from the ground up. Either way, you’ll know the money’s going to something that matters, for a product designed by kitchen pros.
A post shared by Know Your Rights Camp (@yourrightscamp) on Sep 30, 2020 at 1:39pm PDT
Each product in the CRUXGG collection has a black matte finish complemented with red accents and a fun name. For example, the DRIP is a 14-cup coffee maker; the MUSA is an airpro cook and fry; the NEFL is a six-slice digital air frying toaster oven.
The best part? All proceeds of sales from the collection through October will go to Colin Kaepernick’s Know Your Rights Camp, according to this Instagram post. This campaign works to empower the next generation of leaders of color. You can shop the collection below.
CRUXGG NEFI 6-Slice Digital Toaster Oven with Air Frying
CRUXGG MUSA 6.5 Qt. Air Pro Cook & Fry
CRUXGG BRED 2LB. Bread Maker
CRUXGG DRIP 14-Cup Programmable Coffee Maker
CRUXGG TRNR Double Rotation Waffle Maker
CRUXGG SATA 2-Slice Toaster
CRUXGG KING 3.5HP Blender with Capacitive Touch
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