Our story begins with our friend Mutah Beale. Known in hip hop as Napoleon, he grew up inside the cultural wave that defined Los Angeles in the 1990s. As a member of the Outlawz and one of Tupac Shakur’s closest companions, he lived through a time when music, art, sports and street culture were shaping the world.

Through him, we discovered an environment built on expression, resilience and identity. A place where creativity is not invented in studios but rises directly from the streets. That spirit stayed with us and sparked a simple idea: bringing the precision of our Swiss roots together with the energy of Los Angeles.

The smashburger became our way to express that idea. Born on hot griddles in American diners and embraced by street culture, it carries the same mix of accessibility, character and attitude found in the movements that influenced an entire generation. It connects people instantly, through something as universal as flavor.

This is the heart of WEST WEST. A meeting point between two worlds. The beaches, skate lines, lowriders and warm backyard gatherings of the West Coast, shaped with the craft and pride of our Swiss heritage.