Story by Justine Iaboni. Photography by Brendan Adam Zwelling.
Over the Rainbow (101 Yorkville Ave., 416-967-7448, rainbowjeans.com)
I spent yesterday morning hanging out with the fascinating Joel Carman, the owner of Over the Rainbow, Toronto’s premiere denim destination for 35 years. Joel showed me all the nooks and crannies of the 4,800-square-foot emporium, which includes an alterations room and a mini version of an Ikea warehouse—only this one is stocked with pairs and pairs of Seven for All Mankind.
Legend has it that you built your denim empire on $2,000 made from your time working as a cab driver? Is this true?
“Absolutely. I graduated from university, travelled around Europe for a couple of years, and then started driving a cab. It paid the bills and, back in 1973, driving a cab in Toronto meant that you were kind of an outlaw. All the young guys were driving cabs. We’d get together after a night’s work to party a bit—it was this whole subterranean lifestyle. But I knew that I wanted to do something, to build something, and that I wanted to work for myself. One night, I picked up a gentleman in my cab; we started talking and I found out that he did alterations. He invited me to go to a party with him and his friends. I said sure. After that, I brought him a couple pairs of pants to fix. One day he asked me to go into business with him.”
What happened next?