Movin' on up

Jeans Jeans Jeans has moved out of the cave and up to street level but Borys Fridman doesn't want anyone to think they've gone high-end.

"We kept the floor as is," he says, indicating the faded white lines on the concrete floor of what was once a parking garage. "Not too fancy!"

The new store still feels like a warehouse but it's 2500 square feet bigger than the old basement. There's actually room to move between the racks of jeans.

Borys has posted arrows around the block pointing the way to the new spot on Casgrain north of St. Viateur. The placards are like the signs for a special event, or a movie set.

Jeans Jeans Jeans is its own scene.















The place is full of shoppers and toddlers, babies, boyfriends, moms and dads. The staff is running in all directions carrying armloads of jeans to customers and Borys seems to be everywhere at once, talking to everybody.

"It's crazy," he says happily. He finds my dad the perfect pair of jeans in 30 seconds.

"They're the best. They always come up with what we need," says one woman who's here from Laval with her husband on their semi-annual JJJ shopping trip.

There are more fitting rooms now, including a mom-sized one big enough to accommodate a stroller. There's an efficient new ticketing system for picking up your hemmed jeans at the circular counter where the cash register is.















But there's still nowhere to hide. There's the same stark fluorescent lighting and you still have to step out of the fitting room to see your jeans in the mirror.

And when you do, Borys and the Jeans Jeans Jeans staff will still look at you and declare: "You need to go a size smaller in those."

And, if you disagree, they'll still smile and shrug patiently, as if to humour you, even if they know better than you ever could about what is what in the world of jeans.

New place, same assertive service.

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Jeans Jeans Jeans
5575 Casgrain

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