DENIM HEAVEN: Over the Rainbow CELEBRATES 35 YEARS!

Over the Rainbow is known as the destination for denim, not just for Torontonians, but for anyone passing through our fair city, from athletes such as Chris Bosh, actress Renee Zellweger and teen sensations Hillary Duff and Miley Cyrus. Selling over 600,000 pairs of jeans to date, Over the Rainbow will be celebrating 35 years of business the weekend of August 27th and 28th.

Thirty-five years ago, Joel Carman, and alterations specialist Peter Jackman, teamed up to open a denim focused boutique at a time when denim represented working class wear and was the fabric of choice for rebellious youth. Named after a song Carman admired, the first location of Over the Rainbow opened at the Lothian Mews mall that was once located on Bloor Street, where today you’ll find the tony Yorkville neighbourhood. At the time it was then better known as a hangout spot for grungy teens and Over the Rainbow was not just unique for selling denim, but notably offered an alteration service where Jackman would custom alter pants to the client for a perfect fit. As years passed, the store built a strong customer base and out of necessity moved out from the 450 square foot space to a 1,500 square foot space on Cumberland, that is now Sushi Inn. By 1982, the ever expanding store located to its currently location at 101 Yorkville Avenue, expanding into the realm of menswear and kidswear and is now a 4,000 square foot denim heaven.

To date, Carman can still be seen on the shop floor assisting new generations of customers who come from all over for OTR’s expertise in all things denim. Although Jackman departed long ago, Over the Rainbow continues to offer alterations for any one of their 250 styles, from hemming seams to adding maternity panels and more.

Times have certainly changed. A pair of jeans cost only $17 when OTR first opened, and having weathered both economic booms and recessions, their consistent personable approach towards a high level of customer service continues to attract generations of shoppers the family run business. Carman, his wife Jinni, son Daniel and daughter Amy all work together through OTR’s continued success and while tastes in denim change season to season, customer loyalty that spans generations is the reason the boutique remains.

Anniversary celebrations at the store will be on August 27th & 28th.
Over the Rainbow at 101 Yorkville Avenue, Toronto. RainbowJeans.com.
Follow their blog at InsideRainbow.com and Twitter @RainbowJeans416