Someone call up Chappell Roan, because the latest brand collab between Mexican fast food staple Chipotle and luggage brand BÉIS is the real-life version of ‘HOT TO GO!’
The traveler-favorite restaurant chain and the Shay Mitchell-founded baggage brand have joined forces (or fajitas) to create an 11-piece luggage collection — coined “The To Go Collection” — designed to keep one’s Chipotle order fresh on their next trip home for the holidays, or so we assume.
The bizarre collection — which includes everything 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 virtual shelves on December 8 at 6 a.m. PT on the BÉIS app, extending to the brand’s website at 9 a.m. PT that day.
If you two are scratching your head at this unexpected partnership, the idea supposedly stemmed from BÉIS CEO Adeela Hussain Johnson and the rest of the BÉIS team being “longtime Chipotle fans.“
“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 statement. “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.”
Once news hit social media, the reaction from Chipotle and BÉIS fans alike has been a mix of excitement, dismissiveness and just plain confusion.
You can’t blame them. Do travelers really need somewhere to place their burrito? Apprently yes.
“Why are brands still collabing in the most random way?” TikTok user Sofie (who goes by @softpaella) asked her followers in a recent 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 someone else.
“I think it’s so random idk what data they used to make this decision. Is this what the people asked for?” someone else chimed in.
An optimistic commenter brought up a valid point: “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 comment that positively looked at this collab.
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