Over the Rainbow
by Stephen Garner

Over the Rainbow, the independent, family-owned denim boutique, known as the ‘Heart of Yorkville,’ is headed to a new home at the legendary intersection of Bay and Bloor. This May, the wildly popular Toronto fashion institution will officially move into a larger space inside the Manulife Center, making way for Over the Rainbow’s brand update and expansion.

What started as a dream for the Carman family in 1975 soon transformed into a trend-setting Toronto brand, amassing a loyal following and clientele. Today, Over the Rainbow is known across Canada as the top boutique for premium denim, combining its inclusive shopping `atmosphere with honest, expert fashion advice.

After 44 years of servicing customers with the latest fashion-forward items, Over the Rainbow began to outgrow the confines of its current location. An expansion from its current 4,300 square-foot Yorkville store to a new 6,500 square-foot Manulife Center space was a natural step for the brand’s evolution.

Moving along with them is their celebrated ‘Denim Wall’ which will continue carrying the best variety of brands and styles for every fit, shade, and style. Over the Rainbow will continue offering guests a wide selection of tops, outerwear, and accessories to complement the casual, denim-wearing lifestyle that has become an integral part of their identity. Cultivating a reputation for honest, knowledgeable, and attentive customer service, the store will continue to focus on providing world-class assistance and products. 

Over the Rainbow founder, Joel Carman, commented on the expansion saying, “This bigger, modern space marks a new chapter for our family business! Our new home inside the redeveloped Manulife Center will allow us to elevate our customer’s current shopping experience as well as introduce new concepts to Over the Rainbow. Our menswear section will double in size and include an expanded selection of brands, as well as dedicated areas for accessory and lifestyle products. We are also thrilled with the upgrades to our brand identity (company logo, shopping bags and more) as well as our tailor shop, which will now be housed inside the store. We feel our customers will embrace these exciting changes while still enjoying the same comfortable, friendly shopping experience they have grown to love about Over the Rainbow!” 

Over the Rainbow commissioned Giannone Petricone Associates Inc., an award-winning architectural design firm, to create the new retail space, and boutique creative agency Juliet, to evolve the company’s brand identity. The current Yorkville shop will remain open until the official move.