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TOP 2019 AGENT 214.520.8300 ERINHOME.COM ERIN @ ERINHOME.COM 22 OBSESSIONS. DECORATION. SALIENT FACTS. D eep Ellum — the gritty, indie, and quickly gentrifying p o c k e t e a s t o f d o w n t o w n — i s g e t t i n g a n e w resident. Patagonia, the outdoor gear company that appeals to both the granola and Goyard sets, is planning to open its second store in Texas there in March. The other outpost is in Austin, which some might say is just the larger version of Deep Ellum. Though a major national retailer seems out of step with the neighborhood, Patagonia may be an exception. Decades before other companies went green, Patagonia was using eco-friendly fabrics, encouraging recycling and discouraging consumers from buying even its own goods. Patagonia's visionary founder, Yvon Chouinard, now 81, is an icon of the environmental movement and speaks fluent millennial on sustainable fashion — a notion that just keeps gaining traction. Not much is known about the Dallas Patagonia, except it will be moving into the space at 2626 Main Street that once housed Matt McCallister's restaurant Filament. (Coincidentally, last year the original On the Border restaurant on Knox Street was transformed into an outpost of Yeti, the Austin-based outdoors outfit.) We'll be watching to see if this big national brand is welcomed with open arms in Deep Ellum. No matter what, we are always excited to see when retailers enter the conversation on hot-button topics. patagonia.com. Billy Fong T he first Proper Hotel outside of California has landed in Austin, with stunning interiors designed by Kelly Wearstler. Proper Hospitality (Proper Hotels and Avalon Hotels) is led by the Viceroy Hotel Group. Leave it to Wearstler to come up with an iconic design that is authentically Austin yet entirely unique. She visited local Craftsman-style homes throughout the state as research, and her design pays homage to Art Nouveau and Arts and Crafts motifs, as well as joinery techniques. Austin Proper consists of 244 rooms and 79 suites, 99 residences, and is the first LEED Gold- certified, sustainable hotel in the area. All Proper hotels appreciate a life well- lived, so look for an in-house yoga studio, pop-up fitness experiences, a guest-only pool with cabanas, Aesop bath products, and electric bikes to cruise around Lady Bird Lake. The restaurant and bar concepts from local partner McGuire Moorman Hospitality are as exciting as the interiors: The Peacock Mediterranean Grill offers updated Israeli and Turkish classics, Goldie's Sunken Bar is an intimate space for cocktailing, and The Mockingbird Coffee, Falafel & Rotisserie serves up casual pastries and shawarma. Set to open soon is La Piscina Fajitas & Ceviches, a poolside restaurant with coastal Mexican- inspired dishes and an extensive tequila and mezcal program. Austin Proper Hotel, 600 W. 2nd St., Austin, properhotel.com. Anne Lee Phillips PROPER PROCEDURE SUSTAINABLE FASHION IN DEEP ELLUM The Proper Hotel, Austin, designed by Kelly Wearstler Patagonia founder Yvon Chouinard