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Chipotle Mexican Grill : launching avocado-dyed apparel

08/03/2020 | 09:41am

Chipotle Mexican Grill is launching a responsibly sourced line of Chipotle Goods and branded accessories available exclusively to Chipotle Rewards members. The collection features an open-looped line of Chipotle apparel, dyed with upcycled avocado pits from its restaurants as well as branded unisex gear, according to a press release.

All profits from the collection will go toward supporting organizations focused on making fashion or farming more sustainable.

"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," CMO Chris Brandt said in the release. "With Chipotle Goods, our fans can get quality items that support sustainable agriculture and represent our mission of cultivating a better world."

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 Aug. 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 cotton in the U.S., according to the company.

Chipotle, one of the largest restaurant purchasers of avocados in the world, is left with nearly 300 million avocado pits per year in its restaurants. The pits are now being turned into an ink once simmered in water, creating a sustainable, plant-based dye varying in color. Each piece from the avocado-dyed collection requires five avocado pits, equivalent to five orders of guac, depending upon the season and size of the fruit.

Many items in the collection have been created by Loomstate, Chipotle's uniform partner, using materials that reduce 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 said that in 2019, Chipotle's purchase of employee uniforms made with organic cotton prevented nearly 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.

As a bonus, on Wednesday Chipotle will team up with celebrity super fans to host a pop-up shop on 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.

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