STORE: OVER THE RAINBOW

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Over the Rainbow is one of the largest independent retail boutiques in Canada specializing in premium denim. The store began in 1975 with one salesman (owner  Joel Carman) and one alterationist making custom jeans for every customer. Celebrating its 35th anniversary this year, Over the Rainbow now occupies over 4,500 square feet of comfortable shopping space, while housing over 250 different styles of blue jeans for men and women. In this immense variety you will find everything from opening price denim (Cheap Monday, Levi’s Red Tab, [Blank]) to mid-range premium (DL1961, 34 Heritage) to high-end designer jeans (Citizens of Humanity, Hudson Jeans, Paige Premium Denim).

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The store has not forgotten about the denimheads; customers who appreciate the finer elements of how denim is crafted and worn. Over the Rainbow also carries purist brands such as Edwin Jeans, Naked & Famous Denim, Triple Works Japan and PRPS, all offering the best in Japanese-made product with an American heritage influence. Aside from the amount of denim in the shop, the focus of Over the Rainbow has always been customer service, employing over 30 salespeople to help guide customers towards the best fitting jean. And for any problem areas of the jean, an in-house alterations service offers everything from original hemming to tapered inseams to maternity panels.

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If that wasn’t enough, Joel sent his own son Daniel to work in a denim factory for three months (documented in an online journal series entitled The Art of Denim) while his daughter Amy worked on the denim production side for Paige Premium Denim in Los Angeles. In 2011, Over the Rainbow is planning to add to its strong assortment with refreshingly new brands like Denham the Jeanmaker and Wrangler Blue Bell.

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To see their online store head over to rainbowjeans.com

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