Posted Apr 26, 2010 in Cool Shit, Made in Canada | 1 Comment

Happy 35th Parasuco!

“Ding-Dong” goes the front buzzer.  I wasn’t expecting anyone but it was a courier (an often welcomed surprise) toting a brown envelope/box-like package.  Upon opening up the parcel, I was treated to one of the most beautiful coffee table books I have seen to date.

International but proudly Canadian denim brand Parasuco Jeans marks their 35th anniversary (since 1975 as Santana Jeans to the 1988 switch to Parasuco until present day) with a commemorative, limited edition 200 page coffee table book shot in Vietnam by international fashion photographer Raphael Mazzucco. Marking both the start of their company and the end of the Vietnam War, the photos capture picturesque landscapes, use Asian (I am assuming Vietnamese) models and work graphic treatments in like works of art. Bound in a silk-screened linen finish, it is equally pleasing to the fingers as to the eyes!

Canada’s first denim brand, Parasuco with its unique flair and forward aesthetics has made its way into some of the most coveted closets on the planet, dressing stars like Jon Bon Jovi, Rachelle Lefevre, Alicia Keys, John Legend, dancers from Michael Jackson’s “This is It!”, as well as Madonna’s “Sticky and Sweet” tours.

If you like straight up gorgeous photo books, at just $35 this is definitely a table top conversation piece worth the investment. Bravo, Parasuco! Happy bday and many more! Check them out at

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  1. Read my article on Parasuco in this month’s issue of NUVO magazine. There’s also a link to the article on the home page of my website at Such an interesting person.


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