Chipotle Mexican Grill is taking its “For Real” marketing campaign to a new level by creating merchandise dyed with the avocado pits used to make the brand’s guacamole.
The three pieces, a T-shirt, a sweater and tote bag, are part of a new line of swag the Newport Beach, Calif.-based company is debuting Tuesday, Aug. 4. But starting today, the brand’s 15 million loyalty members have first shot at buying from the collection, which includes anything from a Chipotle Burrito Pocket Tee to rubber “Chips” and “Guac” sandals via the Chipotle Goods website.
The natural dye items range in price from $20 to $45. The rest of the collection includes organic cotton apparel, merchandise and accessories. Each item comes with a Chipotle-style twist.
There’s a $40 Chipotle Avocado Camisole, a “rice” colored spaghetti-strap blouse designed with tiny avocados; a $75 “black bean” colored jean jacket with lining featuring little peppers; and a muslin swaddle blanket with the inscription,"Sleep tight little burrito." For $25, fans can also customize a tee to showcase their favorite Chipotle order -- from the protein to the ingredients.
Other items include branded luggage, more than two dozen tops and T-shirts, jackets, cell phone cases, water bottles, socks and tote bags.
"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," Chris Brandt, chief marketing officer, said in a statement. "With Chipotle Goods, our fans can get quality items that support sustainable agriculture and represent our mission of cultivating a better world."
All profits from the collection will go toward supporting organizations that are focused on making fashion or farming more sustainable, the company said. Many of the items were created Chipotle's uniform partner, Loomstate. The company uses materials that reduce waste and water.
Loomstate estimates that Chipotle's purchase of employee uniforms made with organic cotton prevented approximately 1.7 million pounds of synthetic pesticides from being used in 2019.
Chipotle said it is upcycling nearly 300 million avocado pits used per year in its restaurants. The pits are used to create a plant-based dye. Each unique piece from the "avo dyed" collection requires five avocado pits, which is equivalent to five orders of guacamole, the company said.
On Wednesday, Chipotle will team up with celebrity superfans to host a special pop-up shop on popular resale site, Depop. Digital stars such as Avani Gregg will showcase customized Chipotle Goods on Depop throughout the day.
Today, Rewards members will be notified how to login to shop before the site opens to the general public on Aug. 4.
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