Chipotle Introduces Responsibly Sourced Line Of Goods, Including Upcycled Avocado Dyed Apparel

Rhea-AI Summary

Chipotle Mexican Grill (NYSE: CMG) announced the launch of a new line of responsibly sourced goods called Chipotle Goods, featuring apparel made with organic cotton and dyed using upcycled avocado pits from its restaurants. Available first to Chipotle Rewards' 15 million members on August 3, 2020, and to the public on August 4, the collection supports sustainable fashion initiatives. The line includes a variety of items, such as t-shirts, sweatshirts, and tote bags, with all profits directed towards promoting sustainable agriculture.

Positive

• Launch of Chipotle Goods collection promotes sustainable fashion.
• All profits will support organizations focused on sustainable farming.
• Use of organic cotton and upcycled avocado pits demonstrates commitment to sustainability.
• First access for 15 million Chipotle Rewards members may enhance customer loyalty.

Negative

• None.

NEWPORT BEACH, Calif., Aug. 3, 2020 /PRNewswire/ -- Chipotle Mexican Grill (NYSE: CMG) today 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," 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."

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.

Fans can visit Chipotle's Depop site for more updates:
www.depop.com/chipotle

ABOUT CHIPOTLE
Chipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better world by serving responsibly sourced, classically-cooked, real food with wholesome ingredients without artificial colors, flavors or preservatives. Chipotle had over 2,650 restaurants as of June 30, 2020, in the United States, Canada, the United Kingdom, France and Germany and is the only restaurant company of its size that owns and operates all its restaurants. With more than 91,000 employees passionate about providing a great guest experience, Chipotle is a longtime leader and innovator in the food industry. Chipotle is committed to making its food more accessible to everyone while continuing to be a brand with a demonstrated purpose as it leads the way in digital, technology and sustainable business practices. Steve Ells, founder and former executive chairman, first opened Chipotle with a single restaurant in Denver, Colorado in 1993. For more information or to place an order online, visit WWW.CHIPOTLE.COM.

 

 

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SOURCE Chipotle Mexican Grill, Inc.

FAQ

What is the Chipotle Goods collection?

The Chipotle Goods collection is a new line of responsibly sourced apparel made with organic cotton and dyed using upcycled avocado pits.

When will the Chipotle Goods collection be available to the public?

The Chipotle Goods collection will be available to the public starting August 4, 2020.

Who has first access to the Chipotle Goods collection?

Chipotle Rewards members, numbering 15 million, have first access to the collection on August 3, 2020.

What is the purpose of the profits from the Chipotle Goods collection?

All profits from the Chipotle Goods collection will support organizations focused on sustainable fashion and farming.

What types of products are included in the Chipotle Goods collection?

The collection includes avocado dyed t-shirts, sweatshirts, tote bags, customizable t-shirts, and more.