Image via publicist
Ghetto Gastro and CRUX are back for round two.
More than a year after releasing its first CRUXGG collection for Williams Sonoma, the Bronx cookery collective and appliance maker is bringing its bold line of kitchens to Target shelves. Ghetto Gastro co-founder Jon Gray and CRUX founder Shae Hong said accessibility is the main factor behind the partnership as they want to offer their products “on as many counters as possible”.
“When we first worked together, we all felt we wanted premium and an out of the way feel about what we did for the Williams Sonoma collection, but ultimately we want to make it accessible,” Hong told Complex.
“A big part of what we do is impact. Niche and luxury are cool, but we want to scale the product and scale the impact, ”added Gray. “Target is able to communicate our message and what we stand for, and they didn’t hesitate to do it and stand behind us and make it possible with the merchandising. Telling a story and creating theater in the store is very difficult and it becomes an experience for the customer. Target is best suited for this. When they approached us about a partnership and stood behind what we stand for. “
In contrast to the Williams Sonoma collection, the Target range is much more reserved when it comes to colors. The new and expanded range comprises a total of eight products, including a coffee machine, a toaster, a hot air fryer, a waffle iron and a smoke-free grill – all in the versions “Smoke” (matt gray) and “Snow” (matt). white) color variants. The products will also feature red accents and a “Nintendo Game Boy-inspired digital display” that exudes both futuristic and nostalgic vibes.
Gray told Complex that the CRUXGG team is trying to bring contemporary culture to the kitchen and to fix the divide between aesthetics and kitchen appliances.
“Most people are interested in what they put into their bodies or on their bodies and how they can identify themselves. Often there is a tradeoff for what’s in their home with appliances, ”explained Gray. “And with the pandemic and the people who spend more time in their homes and are more aware of what they put in their homes. Whatever you put into your body, you give people the tools to easily prepare nutritious meals at home. That’s one of the core competencies, but where I come from I also know that shit has to be ambitious and dope. “
The story goes on
You can see the second CRUXGG collection in the pictures below. The products were sold today exclusively at Target locations and in the online shop; Grab some here and go here for more information. 5 percent of the proceeds come Dan Colen’s Sky High Farm, New York-based Project Eats, and others nonprofits committed to ending food insecurity.
Ghetto Gastro x Crux for Target
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