top of page

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.

Santana3_edited_edited.jpg

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.

chimera_highlight-01.png

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.

Salvatoreparasuco_VU00909AMER_edited_edited.jpg

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.

Screen Shot 2022-01-05 at 2.35.11 PM.png

 

Celeb
   rities

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, ...

Sal's parents home copy.jpg

 

   time

    line

1971

(19 Years Old) Opens his first store, offering commercially pre-washed jeans for the first time in Canada.

1975

Founds Santana Jeans Inc. in Montreal, Canada.

1976

First to introduce Stretch Jeans to the market

on a commercial level.

1980

Introduces Stone Washed jeans.

1986

Introduces Sand Blasted jeans.

1987

Salvatore Parasuco buys out his Santana Jeans Inc. partners.

1988

US Copyright issue becomes opportunity to

expand into the US as Parasuco jeans

1995

New international Head Office is built at

128 Deslauriers in Montreal’s Garment District.

1997

Parasuco opens his first flagship store in Montreal (Canada)

2001-2002

Parasuco opens multiple flagship locations in Quebec City, Laval, Pointe Claire & Mississauga (Canada) Creates first license for the European luxury market

2005

Parasuco opens flagship store in Toronto (Canada)

2006

Parasuco opens flagship store in New York

and San Francisco (USA)

2007

Parasuco opens flagship store in Vancouver (Canada)

and Los Angeles (USA)

 

2011

Parasuco launches it’s first e-commerce website in Canada

 

2013

Parasuco opens a showroom in the fashion

district of New York.

2015

Parasuco celebrate 40 years in the denim industry.

2019

The documentary TENDENZA by Rebellion Films retrace the story of Salvatore Parasuco.

2023

Launch collection exclusive SP.

AND MORE TO COME...

page 2_edited.jpg

8

pillars

of

strength

8

7

6

5

4

3

2

1

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.

People

Passion

Innovation

Performance

Pride

Excellence

Professionalism

PRACTICE RESPECT

bottom of page