JACKSONVILLE, Fla. — At the site of one of Jacksonville’s iconic landmarks Tuesday, Jacksonville Mayor Donna Deegan announced a new online merchandise store to “give back and represent Jacksonville in style.”

Deegan said the idea came about from the city’s I Dig Jax campaign, which highlights major downtown and other city projects.

“Our new digital store is a one-stop shop for you to show that you dig Jax, while also giving back to the community that we all love,” Deegan said. “This is not just any merch store, it is a celebration of everything that makes Jacksonville bold, creative and uniquely us. From locally designed t-shirts and hats, to gear that supports literacy and infrastructure, this store is about more than just swag, it is about connection.”

Deegan said all profits made from the products sold on the online store will go to the city’s public affairs office to support marketing efforts for citywide events and initiatives, “per city ordinance.”

Deegan said no tax dollars were used in establishing the store.

“Thanks to the partnership we’ve set up with our vendors, they’re making each item to order,” Deegan said.

But Deegan didn’t just stop there with the surprises, the mayor also on Tuesday announced a scavenger hunt.

Teaming up with FORGE 3D Studios, Deegan said five 3D-printed miniature Rexs have been placed around the River City. The city will release clues on their social media pages, hinting at the location of the Rexs.

Click here or visit jacksonville.gov/store to browse and shop at the city’s store.