Chipotle Mexican Grill has found something to do with the avocado pits laying around after making all of that guacamole: soak, simmer and use the resulting liquid to dye organic cotton goods.
The fast-casual chain has a new merch line out this week that includes t-shirts, sweatshirts and tote bags dyed featuring what the brand describes as a "natural-pink" hue, obtained through the process of steeping their materials in the boiled pit water. Each piece, like each batch of guacamole, is unique. The dyed tote bag ($20) has text that reads “it’s okay to be a little extra,” while the sweatshirt ($45) reads “extra,” nods to the extra charge for guacamole at the chain.
Chipotle has sold merch for years, and plenty of other chains have sold small batches of their own unique t-shirts and other gear. These products stand out for touches such as unisex sizing, the emphasis on using organic cotton and recycled materials and, of course, the avocado pit dye.
According to Chipotle, it has nearly 300 million avocado pits left each year after making all of its guacamole, and each dyed item uses five avocado pits.
Members of the chain’s Chipotle Rewards loyalty program were emailed a code to access the online shopping site ChipotleGoods.com on Aug. 3, a day before its public debut. The 15-million-strong group got early access to those avocado pit-dyed items, as well as other clothing including tote bags ($20) and t-shirts ($25) that can be customized to list the ingredients in one’s Chipotle order. Other clothing includes denim jackets and a bomber jacket ($75) with the “it’s okay to be a little extra” line tucked inside and a camisole ($40) featuring a pepper design made from recycled plastic bottles. And for those who want to show their Chipotle fandom while heading out there are bags meant to resemble foil-wrapped burritos ($45 for the gym-sized bag, $60 for a larger weekender one).
Profits from the collection are set to go to organizations working to make fashion or farming more sustainable, Chipotle announced.
Many of the items being sold were created by Loomstate, which makes Chipotle’s uniforms.
Chipotle also plans to host a pop-up shop on resale site Depop on Aug. 5, with celebrity fans Avani Gregg (@avani), Natalie Mariduena (@natalinanoel), SpencerX (@iamspencerx), and DevonOnDeck (@devanondeck) dropping customized items on the site that day.