Patagonia, a retailer that's against rampant consumerism, is coming to Deep Ellum - The Dallas Morning News

If any national retail chain was going to be allowed into Deep Ellum, maybe it’s right that Patagonia leads the way.

It’s famous for a 2011 advertising campaign that said, “Don’t buy this jacket” with a theme that customers should buy less and reuse what they have. But like Time magazine recently said, while it espouses against rampant consumerism, it’s also a master at marketing.

The company introduces new styles every year, but advises shoppers to recycle. Environmental activism is part of its DNA and it has donated more than $100 million to groups that protect nature.

Patagonia is already advertising for a manager to run the store at 2626 Main Street. The landlord is spending $200,000 to remodel the 6,625-square-foot building that was vacated in 2017 by the Filament restaurant.

Deep Ellum is changing, but is still considered edgy, while downtown Dallas development is moving east, in its direction. Uber Technologies has plans to open an office in Deep Ellum for 3,000 employees. The Deep Ellum neighborhood along with restaurants, bars and shops is home to several technology startups.

Patagonia hasn’t announced an opening date yet.

The privately-held company doesn’t release revenue but Patagonia CEO Rose Marcario, who has led the company since 2014, said recently that annual sales are more than $1 billion.

There’s only one other Patagonia store in Texas, in Austin on South Congress. The company has opened more than 30 stores, including a handful of outlet stores, in 18 states.

Patagonia has a large wholesale operation and is sold locally and nationally by at several stores including REI, Nordstrom, Saint Bernard Sports, Sun & Ski and Whole Earth Provision.

Twitter: @MariaHalkias

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Patagonia, a retailer that's against rampant consumerism, is coming to Deep Ellum - The Dallas Morning News
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