Chipotle Launches Apparel Line Exclusive for Rewards Members

    Industry News | August 3, 2020

    Chipotle Mexican Grill announced it is launching a responsibly sourced line of Chipotle Goods, 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.

    Today Chipotle Rewards' 15 million members will have first access to the collection by using a special password shared via email. The Chipotle Goods line will be available for the public beginning August 4. To shop the entire Chipotle Goods collection, fans can visit: ChipotleGoods.com.

    An early adopter to responsibly sourced goods, Chipotle has supported organic cotton farmers through uniform purchases since 2012, making it one of the largest buyers of Global Organic Textile Standard (GOTS) cotton in the U.S. Chipotle is also one of the largest restaurant purchasers of avocados in the world and is now blending these two ingredients to create a fashionable line of goods. Chipotle, known for its famous six ingredient guac 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," says 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, 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. Loomstate estimates that in 2019 alone, Chipotle's purchase of employee uniforms made with organic cotton prevented approximately 1.7 million pounds of synthetic pesticides from being used.

    Chipotle Goods Collection includes:

    • Avocado dyed t-shirts, sweatshirts, and tote bags
    • Custom Order T-shirts where fans can customize their go-to Chipotle order ingredient by ingredient
    • Pocket and statement T-shirts
    • Billboard and side-zip Long Sleeves
    • Sweatshirts
    • Jean Jackets
    • Leggings
    • Bomber Jacket
    • Hats
    • Foil Weekender and Gym Bag
    • Reusable Chipotle Lunch Bag
    • Baby Onesie
    • Baby Blanket
    • Phone Case
    • Water Bottles
    • Classic Tote
    • Camisole
    • Button-up Shirt
    • Sock Sets
    • Chipotle Goods on Depop

     

    As a bonus, on Wednesday, August 5, Chipotle will team up with celebrity superfans to host a special pop-up shop on popular resale site, Depop. Digital stars Avani Gregg (@avani), Natalie Mariduena (@natalinanoel), SpencerX (@iamspencerx), and DevonOnDeck (@devanondeck) will drop customized Chipotle Goods on Depop throughout the day.

    News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.