WICKER PARK/BUCKTOWN — The North Face — a popular outdoor apparel brand whose down winter coats are ubiquitous during cold Chicago winters — plans to open a store this fall along a stretch of Damen Avenue that both Wicker Park and Bucktown boosters claim.
Located in the former Finish Line at 1629 N. Damen Ave., next to yoga wear maker Lululemon, the new North Face shop is currently hiring, according to a sign in the window.
The Alameda, Calif.-based outdoor apparel company, which also sells equipment and footwear, operates one other Chicago store at 875 N. Michigan Ave., on the Magnificent Mile.
The North Face did not immediately respond to a request for comment about the new store. Its Chicago Instagram account commented on a DNAinfo Instagram post about the new store with the words, "concept shop."
That comment was later deleted, however, and a spokesman for North Face told DNainfo Friday that the Damen avenue store is not opening as a concept store.
"We select the location of our stores based on a number of factors, including available retail space, layout of the space, neighborhood, business potential, and other factors," the North Face spokesman said.
In October, the North Face began rolling out what it calls "urban exploration" concept shops.
A permit for a $128,000 renovation to build the storefront was issued May 24, city records show.