Even with a giant 420 sign painted on its faded red exterior, Montrose-area head shop and sex shop Talk of the Town is easy to miss. But it was very visible on Friday morning as thick black smoke poured from the building.

According to Houston Fire Department assistant chief Lisa Campbell, one unidentified man died in the blaze and HPD homicide detectives are on the scene.

The cause of the fire is still undetermined, but Campbell said after a preliminary investigation, arson could not be ruled out and there were indications on the building of forced entry.

The one-alarm fire did not seem to cause much damage to the building despite the large amount of smoke, and the fire department was able to extinguish the fire just after 10 a.m.