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.

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.