Copy of About Us

  • Over the Rainbow is a family-owned, independent retail and online boutique specializing in premium denim. For 40+ years, our store has transformed how loyal customers shop for denim by offering the most honest, knowledgeable and attentive service in the country. Over the Rainbow’s infamous “denim wall” carries the best selection of brands and styles for any fit, shade and style. Over the Rainbow also boasts a wide selection of tops, outerwear, and accessories to compliment our casual, denim wearing lifestyle.

    Our retail store, located in the Bloor-Yorkville shopping district of Toronto, is a welcoming place where consumers can get one-on-one personal service while shopping for the newest denim trends & looks. We offer on-site alteration & tailoring service to complete any denim shopping experience with easy, efficient turnaround times. The bright neon sign and colourful jujubes brings out the vibrancy of Over the Rainbow to loyal shoppers and visiting tourists across the city.

  • 1975

    Opens its first store location, a 450-square foot space on the second floor of the Lothian Mews retail complex. Store staples include the denim wall, jujube jar and custom alterations area.

    1976

    Joel & Jinni Carman assume sole ownership of Over the Rainbow.

    1977

    Moves its store location into a new 1,450 square foot space at 120 Cumberland Street. Additional change rooms and 7 employees boost customer service.

    1982

    Moves to a new 2,800 square foot space at 101 Yorkville Avenue with an even bigger denim wall & expansion into sportswear & accessories.

    1982

    Wayne Gretzky becomes the brand`s first ever celebrity endorsement, wearing an Over the Rainbow branded t-shirt in a Toronto Sun newspaper story.

    1984

    Starts importing Japanese denim, which introduces Edwin Jeans and Big John to Canada for the first time. 

    1985

    Expands Yorkville space to 3,700 square feet, adding a women’s contemporary section.

    1985

    Launches the first Tommy Hilfiger collection in Canada as an alternative to existing namesake contemporaries like Ralph Lauren and Calvin Klein. 

    1989

    Expands Yorkville space once again to 6,000 square feet, adding a men`s contemporary and kids section

    1992

    Due to a major recession, the 101 Yorkville Avenue shrinks back down to 3,600 square feet

    1994

    Launches Chip & Pepper, one of the first Canadian owned denim brands, with an ode to vintage styling & trends. 

    1995

    Launches the “Frisco Flare” by Silver Jeans, the first of many flared jeans as a resurgence of wide bottom denim.

    1997

    Organizes the Harley Davidson Motorcycle Charity Poker Run providing toys, photos & fundraising to the patients at Hugh MacMillan Rehabilitation Centre

    1998

    Becomes the biggest stockist of Juicy Couture; birth of the velour (fall) and terry cloth (spring) tracksuit craze. 

    1999

    First big success in footwear with the introduction of UGG; customer request & waiting list goes through the roof.

    2000

    Expands Yorkville space one final time to 4,500 square feet, adding a new womenswear section and larger cash checkout counter.

    2001

    RainbowJeans.com is launched as a catalogue-based website with store information & hours

    2003

    Becomes the first Canadian retailer, and the 6th international stockist, to launch Citizens of Humanity, founded by a Montrealer.

    2004

    Introduces J Brand to the Canadian market, including the 811 stretch denim model; starts a new wave of clean pocket, skinny jeans for women.

    2005

    A young Dani Reiss fulfills his quest to sell his family`s parkas outside of Arctic climates; selects Over the Rainbow in a group of retailers to launch Canada Goose`s first city collection.

    2009

    Becomes the first international retailer to launch Naked & Famous Denim, a Japanese fabric made in Canada brand; the raw denim trend emerges.

    2010

    Celebrates 35 years in business with an outdoor barbeque and shopping event in support of Autism Speaks Canada

    2011

    NOW Magazine readers vote Over the Rainbow as the “Best Jeans Store” in Toronto.

    2011

    Joel Carman raises $41,000 for Movember & Prostate Cancer Canada by shaving off his signature mustache. His son & Team RainBROws raise $34,000 the following year.

    2013

    Launches an annual Denim Drive encouraging customer to trade-in their old jeans in support of local homeless shelters & organizations.

    2013

    Becomes the largest stockist of Zanerobe’s popular “Sureshot” pant; the birth of the men`s jogger trend.

    2013

    Launches first ever collaboration with Naked & Famous; the ``5&5 Capsule Series`` included five short sleeve shirts with five denim shorts, two items never before produced by the brand

    2014

    High Snobiety lists Over the Rainbow in their “Top 15 of the Best Denim Stores on Earth”

    2014

    Produces “The PrideCode” exclusive capsule collection for World Pride Toronto; all proceeds donated to Fife House.

    2014

    Paige introduces their new Transcend fabric; starts new wave of supreme comfort denim to combat the athleisure  pant trend.

    2015

    Celebrates 40 years in business with a series of in-store events, collaborations and charity initiatives throughout the year.

    2015

    RainbowJeans.com re-launches as a full online store for consumers across Canada to shop all our best brands & products.

    2015

    Launches first ever "Kimono Pocket Tee" collaboration with Naked & Famous; sells out quickly and spawns a capsule collection sold every Spring Summer season featuring new pocket prints exclusive to Over the Rainbow.

    2016

    Becomes one of the first stores in Canada to carry Frame Denim; men`s denim collection is launched one year later.

    2017

    Secures a lease for a new 6,500 square foot retail location at the Manulife Centre, where the current location will move to in 2018.

    2017

    Announces partnership with Nudie Jeans to open the first ``Nudie Jeans Repair Shop`` in Canada.

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