et another chic shop is popping up along the ever-expanding retail strip of Queen Street West, where both trendy locals and visiting tourists swipe their plastic as they purchase the latest and greatest. The trend of international companies replacing local stores is continuing westward past Spadina, and Jones is the latest addition to the scene of good shopping amidst venerable Queen West dives. Oh, the complications of gentrification.

Jones is a new boutique stocking the Jack & Jones clothing line that hails from Denmark and is popular throughout Europe, particularly on the continent. While the company stocks the usual lineup of tops and bottoms, jeans are definitely their forte. In Europe, folks flock to Jones for the latest in trendy denim designs and that looks like it will stay the same across the pond. The Toronto location is the first Jones store in North America, marking the company’s international expansion into the Americas.

Enter this small but well thought-out space and prepare for flashes of colour and plenty of jeans. The light hardwood floor and strong floodlights create a lively environment which notably stands apart from some of the lackluster buildings surrounding the store. It’s kind of like a club kid placed in the midst of a somber café – it works, but all eyes are on the new guy. The store has a sound system reminiscent of European clubs, as experienced at the grand opening, where models clad in Jones clothing waltzed around offering up drinks and hor d'oeuvres.

The clothes themselves have a decidedly European flair and are aimed at the youthful demographic whose closet is filled with labels like Ben Sherman, Diesel and Lacoste.
Men can pick up plenty of denim, ranging in price from around $75 on the low end to closer to $130 on the upper scale. Banksy-esque graphic tees and Bape-inspired hoodies are reminiscent of those you’d find at Urban Outfitters. Plenty of brightly hued sweaters add some much-needed colour to the otherwise stark palate of black and blue denim. Track jackets look very European and are perfect for those who want to add a mod look to their wardrobe. As for the jeans themselves, they run the gamut from the typical 5-pocket that are perfect for everyday wear, to trendy designs and washes that are better suited for the bold.

Ladies can browse through a wide assortment of jeans and tops that look more American than Euro. Dresses, playful tees and slinky shirts perfect for a night on the town all come together to make a good selection, despite the minute size of this shop. Women's denim comes in a variety of washes, cuts and styles. Everything from crinkle effects to over-exaggerated fading have been applied to create jeans that stand out from the rest. Accessories for both sexes are also abundant, from belts and jewelry to messenger bags and scarves.

While the store is unisex, the men's clothing seems to take precedence here. A centre island in the store was filled exclusively with men's jeans, track jackets and sweaters and messenger bags. While this setup may be temporary, even the clothes on the men's side were more attention-grabbing than those for the dames.

Nonetheless, with designs that nicely meld European style and the current influence of hip-hop culture on clothing (think Kanye West), Jones is perfect for those looking to add some punch to their wardrobe and get all eyes on them. -D.C.

557 Queen Street West
Toronto, ON