BEHIND THE BRAND

Gutsmafia started with aprons.

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I’d spent a decade cooking, and the uniforms never felt honoring to the people grinding away over flat tops and stainless steel counters. I wanted something that felt closer to the job-- less sterile, more worn-in. Something that held the same grit and rhythm as service.

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Building a cool apron was about giving dignity to people doing the unseen work—the ones who rarely get awards or flowers, who regularly miss reactions to their immaculate planting. It’s about lauding that effort.

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Over time, the project started to stretch. The more I thought about aprons, the more I thought about the culture around them—the kitchens, the people, the conversations that happen when everyone’s too tired to pretend. What we wear is just one piece of that.

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This respect carries into The Feed, our budding digest, where the moments that happen outside the kitchen but still shape us, are explored through vignettes that temp check a myriad of connected discussions. 

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Gutsmafia’s work—whether garments, gadgets, or stories—is crafted in small batches and ladled from the same simmering pot.

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Each piece is a chapter in the ongoing feast.