History

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.

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1976

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

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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.

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1982

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

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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.

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1984

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

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1985

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

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1985

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

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1994

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

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1995

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

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1997

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

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1998

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

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1999

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

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2000

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

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2001

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

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2003

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

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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.

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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.

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2009

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

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2010

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

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2011

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

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.

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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

 Becomes the largest stockist of Zanerobe’s popular “Sureshot” pant, selling over 1,000 pairs in 1 store in 1 year; the birth of the men`s jogger trend.

Launches a denim drive encouraging customer to trade-in their old jeans in support of local homeless shelters & organizations, which represents the early makings of our new Wear Love Recycle program.

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2014

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

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

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

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2015

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

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

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.

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2016

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

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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.

The “Nice Guy” jean is created, representing the first-ever custom denim fit designed by Over the Rainbow in collaboration with Naked & Famous

Expands accessory department to include apothecary, tech and lifestyle products

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2018

Hires award-winning architects Giannone Petricone to design its soon-to-be Manulife Centre retail store

Becomes the exclusive retailer for Retro Brand Black Label in Canada

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2019

Moves from Yorkville Avenue to a state-of-the-art retail store in Manulife Centre

Hires JULIET to update the company logo, packaging and visual identity

Creates the Yorkville Collectors Series with proceeds donated to Special Olympics Toronto

Opens the Rainbow Tailor Shop with expanded alteration, repair and customization services

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