Chipotle Goods
Designing an apparel line that leans on sustainable sourcing and pop-culture prominence.
The work
As a pioneer in fast-casual dining, Chipotle has never shied away from challenging category norms. So when they approached us to update their branded merchandise, we saw an opportunity to help them complete against a growing landscape of nontraditional brands entering the consumer goods space. Together we created Chipotle Goods: a collection of high-quality, gender-and-size inclusive gear with an emphasis on sustainability.
Our roles
- Apparel Design and Production
- Digital Design and Development
- Package Design
- Product Launch
The Opportunity
Redefine swag to transform a fast-casual brand into a lifestyle leader.
When Chipotle approached us about designing new brand swag pieces in 2019, the core Chipotle brand had remained largely consistent since the early ‘90s. Based on our deep understanding of the brand thanks to several previous partnerships—including a lifestyle-driven strategy to rebuild relevance and inspire a new generation of consumers—we understood that this project was much bigger than making a few shirts or hats. Together, we set out to create a collection of elevated, yet understated, brand pieces that people would feel great about buying and wearing, and that would directly speak to Chipotle’s values.
Our Approach
Infuse what people already know and love about Chipotle into fresh, thoughtful designs.
First, we explored styles rooted in back-to-basics minimalism. We leaned on small, delightful details and Chipotle’s place in pop culture, incorporating the pepper from Chipotle’s logo and iconic ingredients like avocados into understated patterns. Embroidery of the word “extra” was a subtle, playful nod to the upcharge for guacamole, a fan favorite. As an ode to the mix-and-match menu, we created tees and totes that users could customize with their personal Chipotle order. Upcycled avocado pits sourced from the restaurants were turned into a peach-pink dye, giving shirts and totes a one-of-a kind natural hue.
Chipotle’s uniform provider Loomstate partnered with us closely to ensure every item was created and sourced as sustainably as possible, using 100% organic cotton or polyester made from recycled materials. Once production was underway, we began designing and managing photography for two e-commerce sites—one for the public and one for employees—each with its own unique product selection and functionalities. “Swag” or “merch” didn’t do these thoughtfully created new items justice, so we named the collection Chipotle Goods to reflect the quality of the designs and materials.
“We elevated Chipotle’s gear beyond brand merch into a cohesive reflection of its place in pop culture. It created a more sophisticated voice for Chipotle, cutting through the noise of other brands trying to create clothing lines. We’ve continued to work with Chipotle in pushing that sharper perspective—helping them take a more elevated approach than they have before.”
Elida Holte, Designer at Zeus Jones
The Outcome
Goods that make good on sustainability promises—and on brand loyalty.
“If you thought Marc Jacob’s flash mob proposal at Chipotle was as close to fashion as the fast-casual chain would get, think again.”
Emily Farra, Vogue
After a 24-hour sneak preview for Chipotle Rewards members, the 55-item Chipotle Goods collection launched in late 2020. Fashion, food and lifestyle media outlets lauded the custom prints, unique materials and modern silhouettes. The collection boosted merchandise sales to $100,000 the first month—versus $400 in a typical month—with all profits benefitting sustainable fashion or farming organizations.
This success led to partnerships on more Chipotle Goods drops: athletic wear, patches and keychains, a holiday collection and a nostalgic 1993-themed capsule collection that was a throwback to Chipotle’s early days. (The 1993 Anorak was even named one of the best menswear releases by Esquire in June 2022.) We’ve continued to partner with Chipotle, and our efforts have helped them substantially increase key brand equity measures around people’s love for Chipotle, social impact, and mission.
“To celebrate their 30th anniversary, we realized that ’90s fashion was having a moment, and Chipotle was sitting on the best throwback logo imaginable.”
Brad Surcey, Design Director at Zeus Jones
Our team
Alexis Jones
Brad Surcey
Elida Holte
Elsa Perushek
Jon Reine
Morgan Hay-Chapman
Natalie Kennedy
Reuven Perlman
