Chipotle Beis unveil weird, head-scratching…
Someone call up Chappell Roan, because the latest model collab between Mexican fast food staple Chipotle and baggage model BÉIS is the real-life model of ‘HOT TO GO!’
The traveler-favorite restaurant chain and the Shay Mitchell-founded baggage model have joined forces (or fajitas) to create an 11-piece baggage assortment — coined “The To Go Collection” — designed to keep one’s Chipotle order contemporary on their next journey home for the vacations, or so we assume.
The assortment will embody weird objects like a serviette sling, burrito pouch set and a burrito crossbody bag. fb/chipotle
The weird assortment — which incorporates all the things from so-called Chipotle Rollers ($278-$378), to a Take Out Tote Bag ($98), to a Burrito Holder Sling ($48) and a Guac Cup Bag Charm ($34) — will hit digital cabinets on December 8 at 6 a.m. PT on the BÉIS app, extending to the model’s web site at 9 a.m. PT that day.
If you two are scratching your head at this surprising partnership, the concept supposedly stemmed from BÉIS CEO Adeela Hussain Johnson and the remainder of the BÉIS workforce being “longtime Chipotle followers.“
“Our goal was simple — create elevated silhouettes inspired by real Chipotle takeout habits that become an authentic part of superfans’ rotation,” Hussain Johnson said in a assertion. “We’ve taken the function and the art of carrying your essentials to the next level. After all, during the busy holiday season and beyond, having your Chipotle burritos and bowls with you hands-free is a must.”
This new collab is one that no one actually requested for. fb/chipotle
Once news hit social media, the response from Chipotle and BÉIS followers alike has been a combine of pleasure, dismissiveness and just plain confusion.
You can’t blame them. Do vacationers actually need someplace to place their burrito? Apprently yes.
“Why are brands still collabing in the most random way?” TikTook person Sofie (who goes by @softpaella) requested her followers in a latest video.
“I have to give props to the teams behind it,” Sofie continued. “Because doing any sort of collaboration from a CPG (Consumer Packaged Goods) side of things is a lot of work and it’s really tough, and you have to work with two teams. It’s really rewarding at the end of it…but why are they doing this?”
“It feels so SHALLOW,” an agreeing commenter wrote.
“yeah this crossover didn’t make sense,” quipped another person.
“I think it’s so random idk what data they used to make this decision. Is this what the people asked for?” another person chimed in.
An optimistic commenter introduced up a legitimate level: “I think it opens doors to wider audiences by combining a very niche travel brand with a food chain that has tons and tons of fans.”
“Personally, it is a great way to ‘think outside the box’ if done right and open more doors and opportunities. Sometimes it is just shock factor bc it is hard to stand out and keep attention these days,” read another remark that positively regarded at this collab.
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