Dive Brief:

• Chipotle today is launching a clothing line called Chipotle Goods that features apparel and accessories made of organic cotton that's dyed using upcycled avocado pits from the chain's restaurants, the company said in a press release.
• The unisex collection, which is available at ChipotleGoods.com, includes branded jean jackets and customizable graphic tees. Chipotle's uniform partner, Loomstate, is producing some of the items. Profits from the collection will be used to support companies focused on improving sustainability in fashion and/or farming.
• Chipotle Rewards members can purchase the collection earlier than the general public using a password shared via email. On Aug. 5, Chipotle will introduce a pop-up shop on resale site Depot that will be hosted by influencers Avani Gregg (@avani), Natalie Mariduena (@natalinanoel), SpencerX (@iamspencerx) and DevonOnDeck (@devanondeck) who will introduce customized items.

Dive Insight:

At a time when fast food and fast fashion are often associated with negatively impacting the environment, the Chipotle Goods line of organic and upcycled clothing is an opportunity for the restaurant chain to talk about how it's making a difference through its commitment to recycling, which now includes recycling avocado pits from its restaurants to make dye for clothing.

While the coronavirus pandemic is still top of mind for many consumers and businesses, the health crisis has also intensified consumer interest in brands that are focused on the public good and that mobilize to address social issues. This has created an opportunity for savvy marketers to position themselves as helping to safeguard against future disasters, including by embracing sustainability to protect against climate warming, which Chipotle is attempting to do with this effort.

Chipotle has been one of the largest buyers of Global Organic Textile Standard cotton since 2012 and is also one of the largest global buyers of avocados, the brand notes in its press release. It has a surplus of about 300 million avocado pits per year in its restaurants and is now upcycling these to create a plant-based ink used in clothing.

By allowing loyalty members to buy the goods a day early, the company is showing the value of signing up for its program by giving these people exclusive access.

Chipotle is also following other brands that have doubled down on e-commerce, including with branded merchandise. Popeye's is selling merchandise inspired by Beyonce's Ivy Park line and McDonald's is selling branded items through an e-commerce destination. These sites offer the companies an opportunity to collect data on customers for additional marketing efforts while meeting consumers' changing needs as they shop more online to avoid physical retail stores, a trend that got a big boost from the coronavirus pandemic and is likely to continue.