Chipotle has decided to launch a responsibly sourced apparel collection and no one knows why. A line of apparel and branded accessories will be made exclusively to Chipotle Rewards members. I’m not saying that food franchise brands can’t pivot, but it does feel somewhat random, does it not? The only selling point for me is that all profits from the line will go directly towards supporting organizations dedicated to making fashion and farming more sustainable. Okay, but imagine telling someone that you purchased your piece from Chipotle. Does it hit the same? I’ll let someone interested in purchasing be the judge. Apparel and accessories can be found [here] and it looks like you can buy even if you aren’t part of rewards.