Crux is all about introducing indoor climbers to outdoor climbing by making a stronger connection between the environment, encouraging care and creating longevity.

Climbing has been experiencing a boom period where an influx of people are being introduced to the indoor scene. With gyms becoming all the more popular, naturally these climbers will want to explore the outdoor climbing scene. New Zealand’s beautiful backyard is filled with places to climb, however it’s not as easy as just going out and climbing, and there’s more to the sport than just climbing rocks.

Crux aims to create a stronger connection with climbers and the land. As a brand, Crux encourages that climbing is more than just climbing on rocks, climbing creates a connection that is beyond physical, with the land and the people. Looking through a precolonial lens, Crux encourages this connection by engaging in storytelling about how Māori used climbing areas. By understanding and connecting with these stories we can understand how to take better care of our climbing spaces, so more can experience it for generations to come.