Chipotle’s New Clothing Line is the Pits
Chipotle Mexican Grill is using avocados to create its new apparel collection, Chipotle Goods. The collection features an open-looped line of Chipotle apparel, dyed with upcycled avocado pits from its restaurants and made with organic cotton, as well as branded unisex gear.
The company says it has supported organic cotton farmers through uniform purchases since 2012 and is one of the largest restaurant purchasers of avocados in the world. Chipotle is blending these two ingredients to create a fashion line of goods.
Chipotle, known for its six-ingredient guac recipe, is left with nearly 300 million avocado pits per year in its restaurants. The company is upcycling leftover pits from select restaurants to create several natural “avo”-dyed goods. Ink is created when the pits are simmered in water, creating a sustainable, plant-based dye varying in color, which Chipotle says results in customized apparel and accessories for its brand.
Each piece from the avo-dyed collection requires five avocado pits, which is equivalent to five orders of guac, depending on 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.”
The 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
- Jean jackets
- Bomber jacket
- Foil weekender and gym bag
- Reusable Chipotle lunch bag
- Baby onesie
- Baby blanket
- Phone case
- Water bottles
- Classic tote
- Button-up shirt
- Sock sets