Why gear
We started with sauce.
The great outdoor brands began by making one small, serious thing for climbers. The gear was so good that everyone else wanted to wear it too.
We started the same way, with a chef-grade pesto made for professional kitchens. The pesto stays at the heart of Crush. Now we're making the gear to go with it: heavy-duty clothing for chefs, and for anyone who loves the food world and wants to be part of it.
Chef jackets were the obvious place to begin. They're worn for twelve to fourteen hours a day, yet most are boring, shapeless and have no identity at all. Ours is built like workwear and designed like something you'd actually choose to wear.