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Chipotle’s New Side (Business) is Avocado-Dyed Apparel

There’s one less reason to gripe about spending extra for a side of guacamole.

Chipotle Mexican Grill announced Monday it is launching a responsibly sourced line of Chipotle Goods. The collection will feature an open-looped line of Chipotle apparel made with organic cotton and dyed with upcycled avocado pits from its restaurants.

Known for its six-ingredient guacamole recipe, Chipotle reports that it is left with nearly 300 million avocado pits per year in its restaurants. Now, the company is upcycling leftover pits from select restaurants by turning the pits into an ink. The ink, Chipotle explained, is created when the pits are simmered in water, resulting in a sustainable, plant-based dye varying in color.

Each piece from the avocado-dyed collection requires five avocado pits, or the equivalent to five orders of guacamole, depending upon the season and size of the fruit, Chipotle stated.

The naturally dyed garments fall in line with the trend to reinvent dyestuff using organic materials. Archroma’s EarthColors famously replaces synthetic dyestuff with fully traceable biosynthetic dyes derived from natural waste products of the agriculture and herbal industries, leaving the edible part still available for food consumption. Likewise, Tonello introduced Wake last year, a 100 percent sustainable dyeing solution that uses only organic and compostable raw materials such as flowers, berries and roots. J Brand recently teamed with Tonello for a line of jeans dyed with the natural process.

For Chipotle, good ingredients are proving to be as important a factor for its fashion as it is for food. Many items in the Chipotle Goods collection have been created by transparent fashion label Loomstate, which supplies Chipotle’s uniforms made with Global Organic Textile Standard (GOTS) certified cotton. The restaurant chain said it is one of the largest buyers of GOTS cotton in the U.S.

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Chipotle Mexican Grill announced Monday it is launching a responsibly sourced line of Chipotle Goods.
Chipotle Goods Courtesy

Along with avocado-dyed T-shirts, sweatshirts and tote bags, the size-inclusive collection offers a jean jacket with a trendy avocado-print lining and customizable graphic tees, which allows fans to select their options as they do in the restaurant.

Subtle branding is used across the rest of the line that includes: long-sleeve tees, sweatshirts, leggings, a bomber jacket, camisole, infant onesies, a baby blanket, hats, sock sets, phone cases, water bottles, a resuable lunch bag and a gym bag.

The 15 million members enrolled in the Chipotle Rewards program 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 Aug. 4.

All profits from the collection will go toward supporting organizations that are focused on making fashion or farming more sustainable.