Chipotle Mexican Grill Inc. (NYSE: CMG) is dipping a toe into apparel.
The Newport Beach-based company said Monday it’s making its Chipotle Goods line available first to Chipotle Rewards loyalty program members before opening its online shop up to the public on Tuesday. The chain currently counts 15 million loyalty program members.
The Chipotle Goods collection, which is being sold on a dedicated site, is robust with pieces such as a denim jacket, graphic T-shirts that can be customized, leggings, bomber jackets, hats, tote bags, onesies and socks.
The assortment is focused on sustainably-sourced materials, such as organic cotton and dyes made from recycled avocado pits from some Chipotle restaurants. It retails from $10 to $75.
The company said all profits from the collection will be funneled to sustainable fashion or farming organizations.
Chipotle tapped Loomstate, which makes the company’s uniforms, on some of the apparel pieces.
Chipotle said it’s also working with influencers on special customized pieces from the collection set to launch Wednesday as part of a pop-up shop on popular online marketplace Depop.
The quick-serve chain isn’t the only one in the segment locally to dabble in apparel. Irvine-based Taco Bell Corp. has a dedicated e-commerce site, called the Taco Bell Taco Shop where it sells branded apparel and accessories. Chipotle CEO and Chair Brian Niccol is the former CEO of Taco Bell.
Chipotle shares were trading down 1.3% to $1,139.96 in midday trading Monday. The company had a recent market cap of $31.8 billion.
