Cru, loosely translated from French is Raw or Growth. CruToys are those things that have that raw essence that lasts and never goes out of style. CruToys are the Raw Essence of their purpose. Nothing is wasted. Things that add to your life, not your collection of useless things in the garage. CruToys living is simple, clean and purposeful.
Cru is mostly used in the wine world, and rightfully so. Wine has been around for centuries. Century old vineyards, still growing the same vines make some of the greatest wines. You won’t find a plastic wine opener here, but you might find a super classic that is metal and will last ten years or more.
CruToys aren’t disposable. Most electronics won’t make it here because the next generation is a day away. CoolToys run the gamut of options, because people change, technology changes and therefore we may not keep cool things very long. CruToys have Cool that just doesn’t wear off.
When you open a kitchen drawer and see those cheap melted nylon spatulas, they won’t even come close to the list. Higher end silicone utensils that don’t melt or poison your food, would stand a chance if this was a cooking show.
Our Jeep JLU is something we will likely keep for many years. It is sort of our mascot around the studio. In Scott’s surfboard quiver, he has two favorites. One is already ten years old and can be surfed in just about any conditions he can handle. That’s why the world famous Rocking Fig Surf shop gets the nod.
In the shop, most of our tools are ten years old or more. Some of the stuff in the CoolToys rack came from Scott’s father and grand father. That is the quality stuff we are looking for. Not the cheap screwdriver that bends or the handle twists off.