Over the Rainbow, 416-967-7448; 101 Yorkville, rainbowjeans.com Rating: NNNNN
Hard to believe, but this month jeans mecca Over the Rainbow celebrates its 30th anniversary. Marvel at the retail longevity, but if you're familiar with store owner Joel Carman , you'll know why OTR is the first place that daughter/mom teams and visiting celebrities alike visit for instant butt enhancement in the form of the world's best designer jeanswear. After three decades on the floor, Carman knows what his customers want and how to give it to them. Boasting an easy, pretense-free vibe, the store has a team of seriously in-the-know buyers, family members and friendly staff who all contribute to the 5,550-square-foot space's collective cool. Which is why, paired with international buying trips, the shelves are lined with the most up-to-date styles. So whether you come strictly for the jeans or branch out to trendy staples like camisole tops, peasant skirts or even jewellery and underwear, you can check your trend anxiety at the door. Everything here passes with flying colours - make that with all the colours of the rainbow.
Once you've found your golden pair, the alteration department kicks the shopping experience up a notch with a custom fit - from maternity panels to an extra inch in the waist to simple hems.
Carman's picks: Stevie Chroma Pink stretch jeans by Rock & Republic, $325; 4-inch rise stretch floral jeans by Frankie B., $200; bird-embroidered low jeans by People for Peace, $338; and Dojo Rigid Bodega jean by Seven, $285.
Look for: Comp jujubes; an in-store appearance by Canada's favourite twin denim designers, Chip and Pepper, from noon to 3 pm Saturday (April 23), where every C&P purchase lands you a free terry cloth wristband; free hem service on jeans costing $175 or more; a new logo and interactive website launching this fall. Store hours: Monday to Wednesday 10 am to 6 pm, Thursday and Friday 10 am to 8 pm, Saturday 10 am to 6 pm, Sunday noon to 5 pm.