From colorful street art to trendy shops and edgy musicians, Deep Ellum has been the go-to place for all things local. But a national retail chain will soon join one of the hippest neighborhoods in Dallas.

Patagonia is moving into the space at 2626 Main St. It hasn’t set an opening date, but the outdoor clothing store is advertising for a manager to run the Deep Ellum location, the Dallas Morning News reported

If a national chain has to open in Deep Ellum, Patagonia isn’t a bad choice. It encourages shoppers to recycle, and in 2011, it created a famous advertising campaign that said, “Don’t buy this jacket.”

The landlord is spending $200,000 to remodel the 6,625-square-foot building. It was once home to Filament, which closed in 2017, according to the Morning News. 

Patagonia has more than 30 stores across the United States, but the Deep Ellum location will be only the second in Texas. The other is in Austin on South Congress.