Edwin Toronto is the only store of its kind in North America.

The Japanese denim brand has been wholesaled to independent and major retailers before, but the approx. 1,000-square-foot Toronto location at 2 Ossington Ave. is its first physical presence in the continent. 

According to its site, the brand — founded in 1947 — was the first to "translate post-WWII Americana through a Japanese lens and become the first global denim from Japan." Its name is an anagram of the word "denim."

Originally, the basement Ossington space was intended only as a showroom for clients — but as time went on, the company saw it as the perfect retail location.

"What they're known for is obviously the Japanese denim jean-making. But we accompany it with a lot of clothing... and we always source organic," Balance Velasquez, Edwin North America's vice-president of merchandising and sales, tells blogTO.

"We have great t-shirts, hats, sweaters, hoodies [and] denim jackets, all from Japanese fabric."

Like many other fashion brands, he says it's not just about the jeans — it's a lifestyle.

Valesquez also tells me visitors sometimes get confused when they see the "MADE IN JAPAN" sign, expecting a Japanese restaurant. The sign isn't hyperbole either — he says the jeans are exclusively made by Japanese women.

The company first acquired the space in April before officially opening on Sept. 9.

Aside from the clothes, once you're inside you might smell the incense; Edwin has a partnership with Aesop. It also has a partnership with the size? shoe store at 1000 Queen St. W. to display and sell some of their shoes in the store.

Another unique aspect of the store is its soundtrack. The flagship Toronto location has partnered with High Notes Coffee + Vinyl at 2057 Dundas St. W. to allow anyone dropping by to browse and listen to vintage records. 

Visitors can also peruse a book on the 76-year history of the brand featuring ads with Brad Pitt (a former Edwin spokesperson) and Mickey Rourke, as well as an Edwin-original song at the end.

The store has an exchange program where anyone who brings in a vintage pair of Edwins can get a discount on a new pair.

For anyone just walking in, the goal is to make you feel like you're at one of Edwin's homegrown Tokyo stores — so head to the Toronto store if you want that experience without the cost of a plane ticket.

Edwin Toronto is located at 2 Ossington Ave.