US – The fast food brand’s Chipotle Goods line features designs dyed with upcycled avocado pits.
The range of organic cotton clothing and accessories takes a sustainable approach by using waste avocado pits – the stones found inside the fruit – to dye items a pale pink or rust red hue. According to Chipotle, it is left with 300m avocado pits per year from its operations, but through this fashion initiative is able to divert waste to a second use. Furthermore, all profits from the collection will help to support organisations focused on making fashion or farming more sustainable.
‘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 at Chipotle. ‘With Chipotle Goods, our fans can get quality items that support sustainable agriculture and represent our mission of cultivating a better world.’
As recently explored, food and drink brands are getting a taste for fashion as a way to stand out from competitors and reach consumers through novel products.