Chipotle released a clothing line called Chipotle Goods that uses organic cotton dyed with upcycled avocado pits from many of its restaurants.
The collection features a variety of apparel and accessories, including branded jean jackets and customizable graphic tees. Profits will be used to support companies that are focused on improving sustainability in the fashion and farming industries. Chipotle Rewards members were able to purchase from this collection earlier than the general public using a password that was shared via email. The brand also introduced a pop-up shop on resale site Depop on August 5th that was hosted by four popular influencers who introduced customized items.
By designing a clothing line using recycled goods and donating the profits to companies with similar values, the brand has a chance to connect with consumers who are passionate about sustainability. Chipotle will likely gain respect and brand loyalty from this community as well.