Community

Harley Davidson Motorcycle Charity Poker Run

In tribute to founder Joel Carman’s biker days, he organized a two-year Charity Poker Run with two local Harley Davidson motorcycle clubs. The course began in Yorkville where Joel and his team of bikers rode up to the Hugh MacMillan Rehabilitation Centre, taking photos and delivering toys to child patients of the hospital. The ride ended back in Yorkville Avenue, where participating bikers parked their Harley Davidson motorcycles on the street and hosted a charity barbeque in support of the hospital.

Community Partners: Thornhill Motorcycle Club, Yowies Motorcycle Club
Charity Partner: Hugh MacMillan Rehabilitation Centre (now Holland Bloorview Kids Rehabilitation Hospital)
Campaign Dates: 1987-1988

Movember

Over the Rainbow’s connection with Movember began with a spontaneous meeting of its founder Adam Garone at his favourite Toronto restaurant. After hearing the story of Movember’s humble beginnings, Over the Rainbow launched a fundraising campaign with a unique twist: a “reverse Movember” challenge involving Joel Carman shaving off his signature mustache for the first time in 40 years. This rare moment, along with the follow-up Team RainBROws campaign in 2012, gained significant grassroots awareness and media for Movember through a connection with the fashion industry.

Vendor Partners: TOMS
Community Partners: Crow’s Nest Barbershop Media Partners: Canada AM, CityNews Toronto, CBC News, Globe & Mail
Charity Partner: Prostate Cancer Canada & Movember Foundation
Amount Raised: $75,000
Campaign Dates: 2011-2012

Denim Drive

Over the Rainbow hosted an annual Denim Drive where consumers donated their previously worn jeans in exchange for a promo off a new pair. Between our strong customer reaction and working closely with our branded vendors, Over the Rainbow successfully collected over 1,000 pairs of jeans to date. Over the years, our efforts garnered strong relationships with several local organizations dedicated to providing clothing and essential services to Toronto’s homeless population

Vendor Partners: AG, Naked & Famous, Mavi, Tiger of Sweden Jeans
Charity Partners: United Way, Covenant House & Out of the Cold
Donation Amount: 1,000+ jeans
Campaign Dates: 2013-2016

The PrideCode x World Pride 2014

In honour of the first World Pride event in Toronto, Over the Rainbow collaborated with local artisans to create “The PrideCode”, a powerful image celebrating the city’s devotion to the LGBT community. The PrideCode logo, a rainbow coloured barcode depicting Toronto’s harbourfront skyline, was produced as a capsule collection sold exclusively at Over the Rainbow and the World Pride Street Fair. The limited-edition collection sold out and 100% of the proceeds was donated Fife House, an affordable housing and support services centre for HIV/AIDS survivors.

Vendor Partners:Redwood Classics Apparel
Community Partners:Bloor-Yorkville BIA, Freshest Goods, Pride Toronto
Creative Partners:Gio Petrucci, WS & Company, Ashlee Hutchinson
Charity Partner:Fife House
Amount Raised:$16,000
Campaign Date:2014