Parras Throws Premium Party

Mexican denim maker Telas Parras introduced its new ring-spun collection, Premium by Parras, with a party at the company’s new showroom at the Orpheum Lofts in downtown Los Angeles.

The premium collection includes 12 fabrics, which were displayed at the event in a variety of washes. Parras studied Los Angeles’ premium-denim market for 18 months before launching the new line and opening the West Coast office.

“It takes a lot of effort to reinvent yourself,” said Mathew Fuhr, who is heading up the company’s new West Coast expansion.

The move to the premium market is a new tack for Parras, which was founded in 1899. (The U.S. marketing division, Parras USA, was founded in 1996.)

The company studied the needs of the premium market, including how to tighten deliveries for smaller designers.

“Our target customer [for the Premium line] has different sourcing and logistics requirements— it’s not like a traditional large customer, where it’s all EDI-based,” he said.