(Daniel Carmen (left) and Joel Carmen of Over the Rainbow)
With over 32 years in the business, Toronto-based Over the Rainbow has the largest selection of jeans in the entire country of Canada and can easily boast as being one of the longest running stores dedicated to denim in North America. There's a reason behind that kind of longevity and it can be directly attributed to
a love and understanding of what makes denim 'premium' from fabric development to cut and fit. There's also a deep appreciation for the history of the jean and a knowledgeable staff found in only the best denim stores. Throughout the years, Over the Rainbow has become a destination site with scores of 
prominent celebs patronizing the shop known for its famed denim walls and extensive offerings, as well as an alterations department. Founded in 1975, by Joel Carman, with only $2000 in cash, the history of Over the Rainbow, can easily become a part of denim lore should it last another 32 years. It's because of this extensive knowledge and rich history that we are pleased to have Daniel Carman, for this installment of Five Questions for Five Pockets.
1. What was your first pair of jeans?
Back in the early days of our store, the only premium denim brands around were Levi's, Big Star, Replay and Diesel. So my first pair of jeans could be any Levi 501, Big Star Digger, Replay 901 or Diesel Keetar. We have customers age 60 coming in still asking for those exact jeans. It stuns them when a young guy like me even knows about them.
2. Who do you think is the ultimate denim icon?
I'd probably say a whole series of denim designers who changed the face of jean designs, but the icon to me is every teenager in the 1970's who had the courage to rebel and wear jeans in a different way their parents did. Without that movement, jeans would not be seen, worn and sought after in the same ways they are today.
3. What do you think is the next hot denim trend?
So many denim trends have come and gone that it's really difficult to predict the "next" trend. I think the whole "boyfriend" craze is paving the way for another revival of "vintage denim", if it's not here already. I also know of a couple of brands that specialize in "raw denim" coming out with some amazingly innovative fabrications that will blow people's minds!
4. What denim trend do you wish would go away?
It's going away already, but crystals are meant to be worn as jewelry. They have no place on a jeans. It's not a natural look at all.
5. What's your number one rule for denim?
If you want to preserve the look of a jean, don't wash it so much. Denim doesn't retain dirt as easily as other fabrics, so wait before you wash them a million times. I wait months to wash my jeans (sometimes never at all), and if I've washed them more than four times (which could take years), they become jeans to lounge around at home.
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