When Bronx-born culinary collective Ghetto Gastro and NYC–based Crux introduced the first instrument of their collaboration at Williams Sonoma last week—a minimalist all-black waffle iron with shocking red trim—the CruxGG TRNR Double-Rotation Waffle Maker sold out in less than 72 hours. And it’s no wonder. The Ghetto Gastro team serves up super sleek design with a generous helping of homegrown activism—a powerful combo that has inspired the support of a range of celebs from supermodel Gigi Hadid to chef Samin Nosrat.
Forward-thinking chefs Jon Gray, Pierre Serrão and Lester Walker are the creative trio behind the brand, joining forces to define a lane that transcends food, art, music, fashion and design. Their platform uses food to empower communities, fight racism and advance social justice. The brand is firmly rooted in the Bronx, which they celebrate as an inspiration and driver of global culture.
Now the chef-lead collective is ready for the next step in their Crux collaboration—the introduction of six additional state-of-the-art kitchen innovations. An 11-function Air Fryer combo. A super-powered blender with capacitive touch. A programmable coffee maker with a bright red warming plate.
A convection-speed air frying toaster oven. A 15-function bread maker. A 2-slice toaster with extra-wide slots. In their debut collection sold exclusively at Williams Sonoma, CRUXGG delivers form and functionality in design-forward kitchen essentials you keep on the counter because they’re just that sexy. The CRUXGG products are for everyone who’s plugged into the world beyond their kitchen—and who wants their kitchen to have that edge. They explain it best here:
Ghetto Gastro is a brand unlike any other. Since their founding in 2012, the collective’s work to explore global food traditions has led to immersive culinary experiences produced with the conceptual approach of art installations. In creative collaboration with fashion designers, artists, entrepreneurs, musicians, and art-focused organizations, their events spark larger conversations around inclusion, race, and economic empowerment.