The Parasuco brand is aimed at a new generation of fashion forward consumers through its youthful brand image, and accessible collection offering of exceptional, individual style. Parasuco is recognized as one of the world’s best and most successful denim brands, emblematic of a new lifestyle oriented way of life and one of the most creative and beloved on the planet. Parasuco has been extensively featured in several trade publications such as Sportswear International, WEAR Magazine and the WGSN website. The brand has gathered an impressive following of young at heart individuals, by offering them an alternative to classic luxury products. From Young Hollywood to Rock Royalty, socialites to TV personalities, Parasuco has dressed numerous celebrities locally and internationally: Jon Bon Jovi, Chris Daughtry, Tyra Banks, Jessica Alba, Halle Berry, Debra Messing, Céline Dion, Tommy Lee, Ne-Yo and Nick Carter to name a few. Parasuco is based out of Montreal, Quebec, Canada. Catching on to the rising popularity of faded jeans, Salvatore Parasuco experimented with the different types of denim available and proceeded to pre-wash them in his family’s domestic washing machine. Trial and error experimentation soon led to the much sought after, perfected shade of indigo denim lovers were after. Once the process was completed, Salvatore Parasuco would let his creations hang-dry on the family’s outdoor clothesline. At first using his high-school locker as a make-shift boutique to sell his denim creations, Salvatore Parasuco went on to open his first retail outlet “Pour les Deux” at age 19. Salvatore Parasuco eventually forged his own denim brand, Santana Jeans in 1975. Santana Jeans introduced key trends to the market like acid-wash, stretch denim, black over dye and denim sandblast. By then, Salvatore Parasuco had taken the position as an industry leader on innovative design, new fabrics, technological developments and domestic trade concerns. In 1988, Santana Jeans rebranded itself under the Parasuco Jeans Inc. label and entered first the United States market followed by Europe. Parasuco Jeans Inc. trademarked its back-pocket stitch and developed its own distinctive logo, The Chimera. A mysterious mythological figure of Etruscan origin, The Chimera joins a lion’s body, to a goat’s head and neck protruding from its back and a serpent’s tail - a symbolic mythical fantasy of courageous, vivacious and flamboyant spirit.
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