Fashion & Shopping

Denim, Legacy & A Dash Of Nostalgia: 50 Years Of Over The Rainbow

June 20, 2025

Toronto’s iconic fashion boutique Over the Rainbow is turning 50, and to mark the milestone, founder Joel Carman is looking back—while dressing a new generation for what’s ahead. From a single tailor shop in Yorkville to a beloved denim destination with national influence, Joel and his family have launched a limited-edition capsule collection that’s as much about community as it is about style.

In this Q&A, we sit down with the man behind the brand to talk vintage logos, made-in-Canada pride, and what it means to stay relevant—and beloved—for half a century. —Noa Nichol

What emotions come up for you as Over the Rainbow celebrates 50 years—did you ever imagine it would become a Toronto fashion institution? 

I have always taken a lot of pride and joy from my business. Retail is a marathon, and we enjoy every moment. As for being an institution, I am only as good as the last pair of jeans purchased. 

Take us back to 1975—what was the original vision for Over the Rainbow, and what inspired you to open in Yorkville? 

I met a tailor named Peter Jackman who had an alteration shop in Yorkville. A small retail location became available, and he asked me if I wanted to open a store with him. I was driving a cab at the time and wanted a change. As I only wore blue jeans, I decided that would be our main product. I would sell in the store and Peter would alter the jeans.

The anniversary capsule reintroduces your 1980s puff logo. Why did that design feel like the right starting point for this milestone collection? 

In the 80’s, I decided to produce some sweats and tees with our logo and it was a huge success with our clientele. We discontinued this after a year as our business progressed. Over the years, so many of my customers and friends reminisced about the old logo  that we felt this would be a great time to pay homage to the past.  

This collection is Made-in-Canada and rooted in heritage. Why was local production important to you for this anniversary tribute? 

We are a Canadian company and have a vibrant local manufacturing base, and we wanted to support it, especially in these times. 

How did it feel to dig into the archives and revisit those early years through the lens of fashion? 

Fashion is such a dynamic and exciting industry, particularly the denim business. It is constantly evolving and changing. Over the last 50 years, I am amazed at the progress we have made in fabric development, particularly in denim. Looking back at my archives, I smile at not only the changes but also how fashion comes back around over the years. When I started in 1975, bell-bottoms and flares were the rage. This trend has come and gone and come back again so many times. Amazing!!  

Over the years, you’ve helped generations find their perfect fit in denim. What do you think makes that experience at Over the Rainbow so special? 

Our business was built on getting to know our clientele and their needs at a personal level. In the first year of my business, I was the only salesperson. I served every customer and realized that every customer varies within their needs with denim. At Rainbow, we place a lot of emphasis on of product knowledge sessions with our staff. My son Daniel and I are on the floor working with our team regularly – we lead by example. Today we have 150 styles of ladies’ jeans and 125 styles of men’s. There is a fit for everyone and our goal is to find that perfect pair for all our clients. Buying a pair of jeans can be challenging – and our goal is to make it a fun, enjoyable experience. 

The business has grown into a true family affair. What has it meant to you to watch your children and partner carry the torch forward? 

My wife Jinni and I are extremely proud of our children Amy and Daniel. They have grown up in the business and have a wonderful understanding of what makes Rainbow the business we see today and into the future. They continue to  bring new excitement, energy and ideas to the table. I feel so lucky to have them a part of this, and to know we are all evolving together in the business. 

How has your approach to curating fashion evolved over the years while still staying true to the Over the Rainbow DNA? 

From the beginning, denim has been the driving force behind our business and what our customers have come to expect from us. We are students of denim and are immersed in the industry. Over the years, we have been leaders in introducing new products to the market and brands not available to our customers in Canada. An example: Brittania Pentimento, Esprit, Edwin Jeans, Diesel, Replay, Big Star,  Seven, Citizens of Humanity, Rocking Republic, Paper Denim Cloth, Paige, AG, Mother, Earnest sewn. Frame, Rag & Bone – the list goes on!

We pride ourselves in providing not only the newest in fashion but also add value and highlight the most sustainable pieces.  

What’s the one story or customer memory from the past 50 years that really stands out and reflects what the brand is all about? 

In the late 70’s, we had a sale in the store. It was crazy busy, and a girl was shopping. She took off her Esprit sweater to try something on. Another customer picked up the sweater, tried it on and brought it up to cash. The cashier thought it was ours and sold it. When the girl couldn’t find her sweater, I realized what had happened. I asked her if it was an argyle sweater from Esprit, she said yes. I told her we had sold it. We both started to laugh, I gave her the money from the sale and a free sweater. To this day she still shops in the store along with her children and grandchildren. 

There is never a dull moment in retail, and we must always have FUN! 

 Looking ahead, what do you hope Over the Rainbow continues to represent for the next generation of shoppers? 

I hope to continue presenting an exciting, rewarding experience to my customer. Fashion is evolutionary and at Rainbow, we will continue to lead in our area of fashion without losing core values which have made us respected by our customers and the fashion community. 

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