THE INCREDIBLE JOURNEY OF SAL PARASUCO
A DENIM LEGEND, SALVATORE PARASUCO
ROCKED THE WORLD OF FASHION FOR THE PAST 47 YEARS.
Salvatore Parasuco left his native Italy at a very young age to settle in Montreal.
In the early 1960s, he dabbled with his first denims using his parents’ washing machine.
Waging on the popularity of the washed style, he developed an innovative method that ensured that each pair of jeans would be infused with the perfect, rich indigo dye.
After converting his parents’ clothesline into a homespun denim dryer,
the designer then transformed his high-school locker into a makeshift boutique
and sold his first creations to his classmates.
At the age of 19, proud of his momentum and enterprise, he opened his first store,
Pour les Deux, where he honed and polished his bold styles and avant-garde techniques.
In 1975, Salvatore Parasuco created his own label, Santana Jeans,
which in turn gave birth to a whole array of denim trends:
acid-washed, sandblasted, black over-dyed and stretch denim.
Parasuco became a leading figure in the industry renown for his innovative designs, modern fabrics, advanced technologies and his ever growing interest in global and domestic trade.
In 1998, Santana Jeans was rebranded as Parasuco Jeans, and proceeded
to expand internationally. Ever-aware of the importance of a strong
brand image, Parasuco trademarked his back-pocket stitch, and developed
a new logo for the brand : the chimera.
This mythical fire-breathing creature is depicted with a the body of a lion,
the head of a goat arising from its back, and a tail that ends with a snake’s head.
A chimera represents the imaginary and the fantastic, as well as being a great symbol
of pride in Tuscany, where an Etrsucan bronze statue of the mythical creature
was found in 1553.
Driven by the insatiable demand for authentic, traditionally crafted jeans, Parasuco pursued a wider audience with new retail initiatives. His web presence reinforced
his progressive infrastructure as well as allowing the brand to widely connect with
its customers wherever they may be.
Today, Salvatore Parasuco remains the driving force behind his eponymous label.
He scours the globe in search of refined finishes and innovative washing techniques, fuelled by an ever-present passion and devotion to the art of denim.
His collections and flawless designs continue to be at the forefront of the world of denim.
CHARLOTTE CARDIN, JUSTIN BIEBER, BEYONCÉ, ANTHONY ANDERSON, BERNARD HOPKINS, JUSTIN TIMBERLAKE, ANNA LYNN MC-CORD, KATE HUDSON, THE BLACK EYED PEAS, ZAC EFRON, ASHLEE SIMPSON, AVRIL LAVIGNE, ASHANTI, BAI LING, BON JOVI, BRITTANY MURPHY, CÉLINE DION, CHRIS DAUGHTRY, DEBRA MESSING, GWEN STEFANI, HALLE BERRY, HILARY DUFF, JENNIFER LOPEZ, JESSICA ALBA, KESHIA CHANTÉ, LINDSAY LOHAN, MIA MARTINA, MISHA BARTON, NICOLE RICHIE, ONE DIRECTION, SEAN PAUL, BACKSTREET BOYS, TOMMY LEE, THALIA, ...
(19 Years Old) Opens his first store, offering commercially pre-washed jeans for the first time in Canada.
Founds Santana Jeans Inc. in Montreal, Canada.
First to introduce Stretch Jeans to the market
on a commercial level.
Introduces Stone Washed jeans.
Introduces Sand Blasted jeans.
Salvatore Parasuco buys out his Santana Jeans Inc. partners.
US Copyright issue becomes opportunity to
expand into the US as Parasuco jeans
New international Head Office is built at
128 Deslauriers in Montreal’s Garment District.
Parasuco opens his first flagship store in Montreal (Canada)
Parasuco opens multiple flagship locations in Quebec City, Laval, Pointe Claire & Mississauga (Canada) Creates first license for the European luxury market
Parasuco opens flagship store in Toronto (Canada)
Parasuco opens flagship store in New York
and San Francisco (USA)
Parasuco opens flagship store in Vancouver (Canada)
and Los Angeles (USA)
Parasuco launches it’s first e-commerce website in Canada
Parasuco opens a showroom in the fashion
district of New York.
Parasuco celebrate 40 years in the denim industry.
The documentary TENDENZA by Rebellion Films retrace the story of Salvatore Parasuco.
Launch collection exclusive SP.
AND MORE TO COME...
When Salvatore Parasuco founded his business he had a vision of an enterprise that would serve its customers and community.
Today Parasuco continues to be inspired and guided by a core set of corporate values reflecting a deep, company-wide, dedication and commitment
to continuous innovation and improvement.