Ah, the ’90s. If you ask some people, they’d tell you the 1990s were still only about 15 years ago. Nope. Heck, we’re farther from the ’90s now than the ’90s were from the ’70s when “That ’70s Show” came out. And society has gotten to a point where ’90s style is the hottest retro trend in the game.
Chipotle is celebrating the ’90s as the decade of its birth with its new “1993 Collection.” And, while the products are definitely influenced by the ’90s, they don’t lean on the same tropes of other retro collections, like light blues and purples or cartoon-y patterns.
“For nearly three decades, Chipotle has led a food revolution that’s changed the entire trajectory of the restaurant industry,” Chris Brandt, the company’s chief marketing officer, said in a statement, according to Fast Casual. “Now for the first time, we’re offering items in our Chipotle Goods collection that pay homage to our first restaurant where it all began.”
This relies more on the original design of Chipotle’s first Denver restaurant. Items like hats, sandals, socks, a rugby polo and a jacket are all decked out with the original “Chipotle” font. (Is that Papyrus?!) Most feature the brand’s classic green, red and white color scheme.
Throwing it back with our new 1993 Collection inspired by the first Chipotle restaurant in Denver, CO. https://t.co/URP9z1BAzu pic.twitter.com/bREA021Z1P
— Chipotle (@ChipotleTweets) June 15, 2022
And yes, of course, there is a fanny pack, but that’s hardly retro these days, is it?
All of the products are for sale on the Chipotle Goods site, which the chain launched as a way to sell much more than just burritos. We wrote before that Chipotle practically became a lifestyle brand on its own through this site and previous capsule launches. This is just another on the long line of Chipotle’s efforts to brand itself beyond food.
And for Denver locals who remember going to the OG Chipotle, this is a blast from the past that might inspire a few purchases.
Some of the products aren’t cheap, though. That rugby shirt will cost you $65. The jacket will fetch $93. Others are more reasonable, like a three-pack of socks, slides or denim hat, all of which go for $25. But consumers have shown that they’ll pay a premium for merchandise from a brand they love, so Chipotle should have no problem there.
