Marmot, the beloved, local gear and clothing company, opens its flagship store this Friday on Post between Grant and Kearny.

For San Franciscans, the move brings a touch of Sierra Nevada backcounty  to one of the city’s highest-end retail blocks.

A true northern California company – like two of its big competitors, The North Face and Mountain Hardware – Marmot built its reputation by making some of the best down-filled and Gore-Tex products in the early 70's.

It began in a UC Santa Cruz dorm room in 1971 and grew to become one of the more elite producers of high-end mountain gear like tents, sleeping bags, jackets and outerwear for skiing, climbing and backcountry travel. Many people who work outdoors in the mountains trust Marmot for their work clothing, a testament to its quality.

The store is the newest of Marmot’s four concept stores, and the only one in an urban setting. It will feature the company’s full line of products, and will be a great place to get informed, gear up and get ready to hit the alpine wonderland we have three hours to the east of us this spring and summer. Expect the location to be staffed by savvy employees who can help with trip planning, advice and gear selection.

So whether you’re going to romp a stretch of the Pacific Crest Trail, or training to climb El Capitan, the new Marmot next to Union Square will be a solid resource to check out.

Lucas Pollock has written for National Geographic, Alpinist and Rock & Ice.