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50 Years of Style and Staying Power: Inside the Success of Over the Rainbow
Plus: Why Relying Only on Celebrity Marketing Could Be The Wrong Approach
Notable Daily
July 18, 2025
What’s In This Email
50 Years of Style and Staying Power: Inside the Success of Over the Rainbow
Why Relying Only on Celebrity Marketing Could Be The Wrong Approach
Michelle Obama on “Having It All”
Notable Spotlight: Vancouver Ice Cream Festival
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✍️ TAKE NOTE
50 Years of Style and Staying Power: Inside the Success of Over the Rainbow
In 1975, denim wasn’t a fashion statement. It was rugged workwear or a symbol of rebellion. But Joel Carman saw something different. Tapping into the energy of Yorkville’s art and hippie scene, he opened Over the Rainbow, a designer denim-focused boutique that would go on to help define modern street style in Toronto.
Now, celebrating its 50th anniversary, Over the Rainbow isn’t just a fashion story. It’s a case study in entrepreneurship, legacy, and what it takes to stay relevant for five decades. With Joel, his wife Jinni, and now their children Daniel and Amy at the helm, the business has not only weathered retail’s massive shifts, but it’s also remained at the forefront.
To mark this milestone, the family has released a limited-edition capsule collection inspired by old family photos and vintage OTR sweatshirts, with pieces produced locally and designed for the nostalgia-loving, comfort-driven shopper of today.
Key Takeaways
A legacy of early adoption
Over the Rainbow was one of the first to bring now-iconic brands like Canada Goose, Ugg, Juicy Couture, and AG Jeans to Canada. It shows how much staying power a trend-savvy retailer can have when they trust their instincts.Family-led brand with staying power
Few retail brands make it 10 years, let alone 50. The Carman family has kept OTR’s identity strong across generations by blending fashion foresight with a consistent, people-first vibe.Local production, nostalgic design
Their 50th anniversary capsule nods to the store’s roots, featuring retro puffy logos, rainbow details, and pieces made right here in Canada.
Why It Matters: In a retail world full of fast trends and short-lived brands, Over the Rainbow is a masterclass in what it means to build something lasting. They’ve succeeded not just by predicting what people want to wear, but by creating a business that’s stayed personal, family-run, and rooted in community. For entrepreneurs, it’s a reminder that longevity isn’t about luck. It’s about legacy, vision, and knowing your people.
🌐 AROUND THE INTERWEBS
The story of Tidal, backed by multiple celebrity names and funding. What went wrong?
We’re always thinking of how we can achieve it “all”, but is that really the right approach? Hear more from Michelle Obama on how to balance the craving of complete perfectionism.
🔦 NOTABLE SPOTLIGHT 🔦
Vancouver Ice Cream Festival
A Self-Guided Festival Featuring Special Ice Cream & Frozen Desserts
🔌 NOTABLE PLUG
🎙️ Get Into It: Fluently Forward. Mentioned by Reddit users as a feel-good, banter-filled option, perfect for laughs and light culture chat. Listen on Apple and Spotify.
📄 Notable Hires: Marketing Manager, Beauty @ Dyson (Full-time, Canada)
🌍 Notable Destinations: Toronto to Lisbon ($415 716 ) Dates: December 7-16, 2025. Click here to see the link for this flight.
🧠 Today We Learned: A group of owls is called a "parliament." This is because owls are often associated with wisdom.
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