the story

The Story



Dubbed the 'Denim King', Salvatore Parasuco began his fascination with jeans in high school.

Salvatore Parasuco's passion fostered the growth of a global brand, with the brand positioned as a true international player in the world of fashion. Salvatore remains the driving soul of the brand: he constantly travels the world, sourcing and developing the most innovative fabric finishes and creating leading-edge designs, innovative washes and impeccable fits.

Parasuco's early history can be traced back to the late 60's and to Salvatore Parasuco's first dabbling with Denim.

Having emigrated from his native Italy to Canada, Salvatore Parasuco first developed his blue streak while mopping floors at a trendy Montreal boutique as a 14 year old sales apprentice. Catching on to the rising popularity of faded jeans, Parasuco bought raw denims and proceeded to pre-wash them in his family's domestic washing machine. Trial and error experimentation soon led to the much sought after, perfected shade of indigo, denim lovers were after. Once the process completed, Parasuco let his creations hang-dry on the family's outdoor clothesline. Careful and precise record-keeping ensured reproducible and profitable results. Selling denims, first using his high-school locker as a make-shift boutique, Parasuco then went on to open his first legitimate retail outlet "Pour les Deux" at age 19.

Ever perfecting his "denimistry", while using his boutique as a launch pad for technical innovations and new denim developments, Salvatore Parasuco eventually forged his own denim DNA, Santana Jeans, in 1975. Santana Jeans went on to introduce key trends to market like acid-wash, stretch denim, black over dye and denim sandblast. Parasuco has taken an industry leadership position on innovative design, new fabric and technological developments and domestic trade concerns.

In 1988, Santana Jeans rebranded itself under the Parasuco Jeans label and exploded onto the international scene. Sensing the importance that effective brand-building would have on future growth; Parasuco trademarked its back-pocket stitch and developed its own distinctive logo, the chimera. This mysterious mythological figure of Etruscan origin, a mix of a lion's body, with a goat's head protruding from its back and a serpent's tail, can be traced back to Arezzo (Italy), circa 5th century BC, and is believed by many to be emblematic of Italian (Tuscan) pride.

Fuelled by the denim market's insatiable demand for authentic denim heritage, Parasuco has benefited from huge brand momentum. Parasuco now seeks a wider audience, than that of its cult-like following, through aggressive retail ventures, active online presence and an established and dynamic wholesale infrastructure.

Parasuco's milestones quickly became the foundation for its long-term success. Today it is recognized as an international denim leader from Canada with Italian origins. Passion for denim guides it & customer satisfaction drives it.

The eight pillars of strength

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.

Parasuco provides distinctively designed denim collection that exudes confidence and a spirited attitude.

Practice Respect


Promotion of Innovation


Pursuit of Excellence




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