Parasuco is a clothing company based in Montreal, Canada. While Parasuco is an all-encompassing clothing line, its emphasis is on denim. Founded in 1975, Parasuco has locations throughout Canada, as well as in New York City and San Francisco. Parasuco products are also sold at various retailers all over the world. It has made a media splash throughout the years with provocative advertisements.
Salvatore Parasuco got his start in the fashion industry as a teenage janitor in a boutique in Montreal. On a whim, Parasuco bought some raw denim and used his washing machine to eventually create the washed denim consumers were looking for. Parasuco initially sold denim from his high school locker, going on to open the boutique Pour les Deux when he was 19. He founded Santana Jeans in 1975, but changed the name to Parasuco Jeans in 1988, just before the brand became an international denim powerhouse.
Salvatore Parasuco was key in setting denim trends from the late 1970s to the 1990s. Parasuco’s original wash, perfected in his mother’s washing machine, was a basic light indigo. After the formation of Santana Jeans, he went on to use acid-wash, sandblasting, black overdyes and stretch denim. He was one of the first denim designers to trademark his pocket stitching and logo, the chimera.
Parasuco’s logo is the chimera, a mythological Etruscan creature. The chimera has the body of a lion, the head of a goat, a neck coming from its back and a serpent-like tail. The creature dates back to the fifth century B.C. in Italy and is an international emblem of Tuscan pride.
A variety of celebrities have modeled in Parasuco’s controversial ad campaigns. These celebrities include Jennifer Lopez, Hilary Duff, Brittany Murphy, Celine Dion, Debra Messing, Jessica Alba, Ashanti, Kate Hudson and Sean Paul. These advertisements are generally provocative with partial nudity. Due to its early use of stretch denim, which allowed Parasuco jeans to fit more body types, the brand became the unofficial denim brand for hip hop in the 1990s.
The Parasuco Jeans line is comprised of denim pants, shorts, skirts and jackets as well as leggings, sweaters, hoodies, shirts, hats, outerwear and accessories, like gloves, scarves, hats and jewelry for both men and women. The Jeanetic Blueprint line is strictly bottoms and predominantly denim. All styles are represented–bootcut, wide leg, straight leg and skinny in a variety of low, medium and high rises. The washes run the gamut from incredibly stonewashed to inky black.