Parasuco Jeans

Parasuco Clothes Section:

Company president of Parasuco, Salvatore Parasuco’s fascination with denim began at an early age. Born in Italy, Salvatore Parasuco immigrated to Canada with his family in 1957 when he was just four years old. His father, Antonio Parasuco chose Canada for better opportunities for his young family of four, which quickly grew to eight. At age fourteen, Salvatore found a job washing the floors and windows of a small clothing store. Always having an interest in fashion and creating things, he quickly learned the art of sales and negotiations.

Salvatore began by experimenting with different jean washes in his family’s laundry room. Jeans were bought at wholesale, machine-washed around the clock for the perfect “worn” look, and then sold to classmates out of his high school locker for six dollars a pair – an early indication of his knack for business and entrepreneurial focus.

At age 19 Salvatore Parasuco opened his first store called “Pour les Deux” with only seven thousand dollars. With the pressure of such a small budget, his keen observation of the market led him to offering pre-washed jeans to the public. As no laundry existed to wash jeans, the one bedroom home of the Parasuco family of eight became a laundry with the whole family involved. This was the first time pre-washed jeans were commercially offered in Canada, and so began Salvatore’s love affair with denim jeans.

In 1975, along with three partners, Salvatore officially founded Santana Jeans in Montreal, Canada. In 1976 Santana introduced “stretch” jeans, then stone washed jeans in 1980, and sandblasted jeans in 1986. Hard work and innovation kept Santana growing. It was Salvatore’s goal to make Santana Jeans the first international jeans label from Canada. Afraid of such ambitions, his partners sold out to him in 1987 for twice the value of their shares. Salvatore, now on his own with a heavy bank debt, prayed to God for health, strength and courage to meet the challenges ahead.

The company’s transitional scope into high-end fashion began in 1988 with the introduction of novel concepts as acid-wash jeans and stretch denim. Since the Santana brand name was already registered to others in the U.S., Salvatore’s staff encouraged him to use his family name. Thus, in 1988 “Parasuco Jeans” showed its fashions to receptive retailers at the New York trade shows. Parasuco was now in the U.S. and Salvatore’s dream was on its way.

As Parasuco’s manufacturing and retail endeavours expanded to the U.S. market in the late 80’s, Parasuco began distributing its denim apparel through various well-known, successful U.S. retail chains. Through innovative fabrications and designs, Parasuco quickly became the jean apparel company synonymous with style and urban sensuality.

From its humble beginnings, the demand and fan base for the Parasuco brand has escalated and reached global horizons. Parasuco Jeans Inc. has made a name for itself through its numerous and innovative fabric finishes, and leading-edge designs. Today, Parasuco has showrooms in Montreal, New York, Los Angeles and Milan, and possesses an effective distribution infrastructure in Canada, the U.S. and abroad – a true indication of its global brand representation and role as an international player in the world of fashion.

In recent years, the Parasuco brand has developed a cult-like following, complete with celebrity interest and mentions in a multitude of rap songs. Celebrities are not the only ones recognizing Parasuco. Sportswear International, the prestigious international trade publication, named Parasuco one of the top 10 most influential denim designers in North America, and awarded the company for “Most Innovative Denim”. Italy’s famous “Donna Italia” magazine also recognized Parasuco as one of the top ten hottest denim brands.

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