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BEYOND THE DENIM FRONTIER

For nearly 50 years, Parasuco has produced legendary denim.

The innovative introduction of stretch, the silhouette-enhancing styles, the contemporary attitude, the bold brand image – all reflecting the trailblazing vision of founder, Sal Parasuco.

With the exclusive debut of SP Sal Parasuco Collection at Pitti Immagine Uomo, Parasuco and incoming creative director, Tu Ly, present the most forward-leaning and emblematic expression of the brand to date. SP Sal Parasuco will launch with two highly distinctive and complementary offers: a signature denim capsule arriving for Spring ’24 and new, luxury outerwear that will be available for Winter ’24.

BEHIND THE BRAND

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Sal Parasuco was born in Italy and grew up in Montreal, where the brand is located. He began experimenting with denim in the early ’70s using his parents' washing machine from concept to actual jeans. In 1975, he made his foray into fashion with Santana Jeans. As business expanded internationally, he rebranded to Parasuco Jeans in 1988. Over several decades, for denim collectors and industry experts alike, the name Parasuco has remained a reference for figure-flattering jeans branded with a chimera logo. Today, a coiling SP logo in metal nods to the serpent of the chimera’s tail while reaffirming his unwavering passion. 

Tu Ly is a multi-hyphenate fashion talent who has held senior positions for more than two decades and is known for bringing a strong design vision to all aspects of creative development. He has developed the visual identity for a multitude of brands including Moose Knuckles, Ports 1961 and Roots Canada. Born in Saigon before moving to Ottawa and then Toronto, he is now based in Montreal.

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