Jeansland Episode 42: Fifty Years of Denim at Over the Rainbow
Reaching a 50-year anniversary as a fashion retailer, or in any business, is something to celebrate and Andrew Olah finds out from the family behind Toronto-based Over the Rainbow how they have continued to make it a success.
From the early days in the mid-70s to the decision to go premium in 2000, Joel and Daniel Carman share their experiences in denim.
Joel explains why venture capital is a bigger threat to denim than athleisure: "We need an environment that promotes smaller, specialised businesses, so it doesn’t normalise a monotone business where people only want to make money. There needs to be integrity in the process.”
Daniel shares how they’ve stayed relevant by evolving every decade, using the internet as their best marketing tool and treating the business like it’s never just a job.
They also talk about fitting Sylvester Stallone, why European brands often fail in North America, and the jeans they actually wear.
A conversation about legacy, family, and what happens when you love what you do more than the money it makes.
Listen to the latest episode now.
