In the news: Chipotle Expands their Merch Offering

One of Chipotle's most recent merch drops includes their burrito-esque foil gym duffel bag. Its shimmery design is both eye-catching and extra, as owned by the product's label. This comes as an addition to their off-beat line that debuted earlier this year including t-shirts, sweaters, tote bags, hats, shoe laces, sandals, keychains, phone cases, a Pop Socket, and more. 

The Mexican grill is taking its “For Real” marketing campaign to new heights by creating branded products that are dyed with the nearly 300 million avocado pits used annually in making the company's signature guacamole. Products in the "avo-dyed" collection require five avocado pits each, or the equivalent of five orders of guacamole.

Every item has a Chipotle-style twist - some more conspicuous than others. Examples include a "rice" colored blouse accented with tiny avocados and a "black bean" colored jean jacket lined with mini peppers. More subtly branded products include a stainless steel water bottle with tone-on-tone decoration and a reusable thermal lunch bag, which is essentially a paper bag equipped with Tyvek and a magnetic foil-top fastener to keep food warm or cold. Fans can also purchase and customize a t-shirt and tote listing the ingredients of their go-to Chipotle order. 

Chris Brandt, chief marketing officer, said in a statement, "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".

Chipotle staff uniforms are manufactured from organic cotton, which is estimated to have prevented the use of approximately 1.7 million pounds of synthetic pesticides in 2019. However, the company's focus on environmental conscientiousness doesn't stop there. Chipotle plans to donate profits from the sale of their merch to organizations that are committed to sustainable fashion or farming.