Jeans are in their genes: Montreal's Superior Pants celebrates nearly 100 years
The Superior Pants shop on Ste-Catherine Street doesn't have a website and doesn't advertise, yet it hass managed to stay in business for nearly 100 years.
It's also known as one of the best places to find a pair of jeans in the city.
Mitch Stroll, the fourth generation to run the store, is a "jeans savant" for his uncanny ability to size up customers and find their perfect brand and fit.
"I always ask them: what colour are we looking for? What type of style are we looking for?" he told CTV News. "And we don't talk numbers and we don't talk sizes."
His father, Owen, who works alongside him, says he's almost always right.
"He knows what to give them. He gets the fit right on one, two, three."
The family has been in the clothing business since Charles Stroll opened the store in 1924.
At the time, he sold men's pants and suits. According to Owen, jeans started to come into vogue in the 1950s and 1960s, and by the 1980s, denim was their primary business.
He says the store's hands-on service sets it apart from chains. Pants are hemmed in the store, free of charge.
"They come here special because they'll get their pants fixed right away and go home with it. No going to a tailor," he says. "It's a package deal."
Mitch says it's the kind of experience that you can't get with online shopping, and once customers find a pair that fits, they usually come back.
With no advertising or website, they rely on word of mouth.
Lucille Phlipart, who is from France, said her friends told her about the store.
"Usually, when I walk in a store, I think it takes me like an hour to find the jeans, and they don't fit. There's always something wrong," she says. "Here, I got two pairs, and it was really quick."
While jeans are in the Stroll family genes, Mitch says he's likely the end of the line.
But he's planning on spending the next 25 years helping customers find the right pair of jeans.
CTVNews.ca Top Stories
Joly, Blair condemn anti-NATO protest in Montreal that saw fires, smashed windows
Federal cabinet ministers condemned an anti-NATO protest in Montreal that turned violent on Friday, saying 'hatred and antisemitism' were on display.
Walking pneumonia is surging in Canada. Is it peaking now?
CTVNews.ca spoke with various medical experts to find out the latest situation with the typically mild walking pneumonia in their area and whether parents should be worried.
NEW Thinking about taking an 'adult gap year'? Here's what experts say you should know
Canadian employees are developing an appetite for an 'adult gap year': a meaningful break later in life to refocus, refresh and indulge in something outside their daily routine, according to experts.
Prime Minister Trudeau attends Taylor Swift's Eras Tour in Toronto with family
Prime Minister Justin Trudeau is a Swiftie. His office confirmed to CTV News Toronto that he and members of his family are attending the penultimate show of Taylor Swift's 'The Eras Tour' in Toronto on Friday evening.
Afraid of losing the U.S.-Canada trade pact, Mexico alters its laws and removes Chinese parts
Mexico has been taking a bashing lately for allegedly serving as a conduit for Chinese parts and products into North America, and officials here are afraid a re-elected Donald Trump or politically struggling Prime Minister Justin Trudeau could try to leave their country out of the U.S.-Mexico-Canada free trade agreement.
ICC warrants are binding, EU cannot pick and choose, EU's Borrell says
European Union governments cannot pick and choose whether to execute arrest warrants issued by the International Criminal Court against two Israeli leaders and a Hamas commander, the EU's foreign policy chief said on Saturday.
UN talks in disarray as a rough draft deal for climate cash is rejected by developing nations
As nerves frayed and the clock ticked, negotiators from rich and poor nations were huddled in one room Saturday during overtime United Nations climate talks to try to hash out an elusive deal on money for developing countries to curb and adapt to climate change.
'Her shoe got sucked into the escalator': Toronto family warns of potential risk of wearing Crocs
A Toronto family is speaking out after their 10-year-old daughter's Crocs got stuck in an escalator, ripping the entire toe area of the clog off.
The Thriftmas Special: The benefits of second-hand holiday shopping
The holidays may be a time for family, joy and togetherness, but they can also be hard on the wallet.