Being such a denim head without understanding at least some history and some of the main figureheads which basically shaped the industry as we know it just seems blasphemous after awhile. I sure as heck would hope, if you are as obsessed as I am, such names as Adriano Goldschmied (not just the brand), Donwan Harrell or Jerome Dahan should at least ring a bell. But still, there is always so much to learn! I just discovered another name that I feel I should have known long ago.
Parasuco is another amazing brand that I’d put, style-wise, in the same bucket as G-Star RAW and Diesel. Along with a few clean yet beautifully washed styles, they also have a pretty impressive collection of jeans featuring washes and innovations that set them in a place all their own. The brand actually goes back as far as the early 1960s, when founder Salvatore Parasuco left Italy for Montreal at a young age to pursue his passion of denim which started in his parents’ washing machine. He worked hard to come up with his own special method to make sure his jeans would come out with the most vibrant and rich indigo dye. He converted his parents clothesline into a denim dryer, and sold his first pairs out of his high school locker. At the age of 19 Salvatore Parasuco opened his first boutique, titled Pour les Deux, and in 1975, he founded Santana Jeans. Now this is the cool part: this new label sparked well known trends of today such as acid-washed, stretch denim and black over-dyed. According to the Parasuco website, “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.”
