Chipotle Mexican Grill announced that it is launching Chipotle Goods, which includes a responsibly-sourced apparel collection made with organic cotton and branded accessories available exclusively for Chipotle Rewards members. The collection will feature an open-looped line of Chipotle apparel, dyed with upcycled avocado pits from its restaurants as well as branded unisex gear. All profits from the collection will go toward supporting organizations that are focused on making fashion or farming more sustainable.
Chipotle Rewards members had first access to the collection, which became available for the public on August 4.
Chipotle, known among fans for its famous six ingredient guacamole recipe, is left with nearly 300 million avocado pits per year in its restaurants. The company is now upcycling leftover pits from select restaurants to create several natural “avo-dyed” goods. An ink is created when the pits are simmered in water, creating a sustainable, plant-based dye varying in color that ultimately results in customized apparel and accessories for the brand. Each unique piece from the avo-dyed collection requires five avocado pits, equivalent to five orders of guac, depending upon the season and size of the fruit.
“We know people are looking to celebrate their passion for Chipotle, and we set out to create a line of products with the same thoughtfulness, care, and attention to detail that we use in our kitchens,” said Chris Brandt, chief marketing officer. “With Chipotle Goods, our fans can get quality items that support sustainable agriculture and represent our mission of cultivating a better world.”
Fans can now look as fresh as Chipotle’s real ingredients in the versatile collection. Many items in the collection have been created by Loomstate, Chipotle’s uniform partner, using materials that reduced waste and water. The collection features subtly branded details, like avocado-lined jean jackets, or more bold options, such as customizable graphic tees which allows fans to select their ingredients as they do in the restaurant. The line is focused on size inclusivity and gender-neutral pieces and features unisex sizing on most products. By purchasing apparel made with organic cotton from Loomstate for its Goods collection, Chipotle expects to prevent the use of a significant amount of synthetic pesticides.
