King Grovey Expands the Crooked Crown Empire Into the Culinary World With The Krumbl Co.

By Crooked Crown Collective Press

When most artists branch out, they chase a trend.

When King Grovey moves, he builds a lane.

Fresh off a verified milestone and a string of creative wins, the 28-year-old visionary behind the Crooked Crown Collective (CCC) is officially bringing his empire to the culinary world with The Krumbl Co. — a handmade dessert brand that fuses street hustle, artistic storytelling, and gourmet craft into one cultural movement.

“Krumbl isn’t a pivot,” Grovey says. “It’s proof that the Crown can live anywhere — on a hoodie, in a song, or in a jar.”

From Brand to Lifestyle

What started as a clothing line and music collective has grown into a multi-disciplinary force spanning fashion, media, and now food.

The Krumbl Co. isn’t just CCC’s next business — it’s its next language. Each batch is baked in small runs, wrapped in storytelling, and designed to carry the same DNA that turned Crooked Crown Apparel into a local mainstay: authenticity, resilience, and flavor born from failure.

Turning Struggle Into Sustainability

Grovey’s journey has never been clean-cut.

From legal run-ins to viral moments to rebuilding from scratch, his story mirrors the CCC motto — “Your Crown May Hang Crooked, But It Will Never Fall.”

The Krumbl Co. is the tangible version of that belief: creativity that feeds people literally and spiritually.

Early batches sold out within hours online, proving that the same audience who wore the brand was ready to taste it. Pop-up tastings across New Jersey have drawn creators, influencers, and small-business owners who see Krumbl as more than dessert — they see it as proof that independent culture can build its own economy.

A Blueprint for the Modern Creator

By merging culinary art with content strategy, Grovey is quietly rewriting the indie-brand playbook. His Shopify ecosystem links the Crooked Crown Collective, Krumbl Co., and his creative incubator Creator Clinic into a self-sustaining digital machine — each brand feeding the other through storytelling, data, and design.

For Grovey, the goal isn’t just profit — it’s proof of concept.

If music built the mythology, and fashion dressed it, food now makes it real.

“The same way I stitched clothes and recorded verses, I’m mixing flavors that represent who we are — raw, sweet, imperfect, but unstoppable.”

The Crown’s New Era

As the CCC empire expands, Grovey’s message remains consistent: legacy over hype.

The Krumbl Co. embodies that — a street-born culinary brand rooted in community, storytelling, and cultural ownership. With nationwide shipping on the horizon and partnerships forming behind the scenes, the Collective’s reach is officially crossing industries.

The Crooked Crown was never just a brand.

It was a prophecy — and Krumbl is its next chapter.