The burrito chain is branching out by selling clothes, hosting 'locavore' festivals, and backing a comedy video series.

Burrito chain Chipotle is branching out and trying to become a lifestyle brand in order to beat it’s rivals. The company has launched a line of organic clothes and accessories, is hosting ‘locavore’ festivals that champion local and sustainable food choices, and backing a dark comedy video series about a PR man defending industrial farming. These moves are all a departure for a fast food restaurant.

Chipotle’s lifestyle brand aims to appeal to consumers who believe in sustainability. They partnered with New York clothing manufacturer Loomstate, which uses organic cotton and shares the chain’s vision for sustainably-sourced materials.

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