The Legendary and Innovative Parasuco Jeans

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.”

Santana Jeans was rebranded as Parasuco Jeans in 1998 and grew all over the world. The brand’s back pocket stitch was trademarked, the mythical chimera was used a logo and the rest is history! Check out some of the most unique and noteworthy jeans I found on their online shop below (especially the men’s pair on the bottom). Also, many of these are on sale at a GREAT price!

“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.”

“PEOPLE FOR PEACE SELVAGE DENIM – Each step of the process reflects skill and passion; beginning with cotton cultivation, ensuring the most prestigious quality fiber for comfort, durability, and suppleness, throughout the intricate indigo dye selection and weaving process through the artistic expertise of design and fit.”

“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.”

I couldn’t finish this post without this awesome example of detailing on the men’s 9KLIP Jeans. Clips at the fly and 3D construction with articulated knees (much like G-Star RAW)…yeah, it will do all the talking for me.

Shop Parasuco here!