Parasuco Takes Bow on Robertson
Canadian jeans manufacturer Parasuco is on the move. On June 14, it celebrated the opening of a 2,800-square-foot store on Los Angeles’ Robertson Boulevard, a required shopping spot for any premiumjeans maven.
Not only does the street host specialty boutiques such as Kitson and Lisa Kline, which helped pioneer premium-denim mania on Robertson, it also is the address of brand boutiques for True Religion, Adriano Goldschmied and Paige Premium Denim.
Parasuco’s retail expansion may not stop on Robertson. While the company operates more than 10 stores in Canada and the United States, it is considering opening three more company stores this year, perhaps in Miami and Las Vegas, as well as a second New York City boutique, said Rosina Salcito, vice president of the company and wife of Parasuco founder Sal Parasuco.
Salcito dropped by the Robertson store party, which featured a fashion show of Parasuco products: jeans as well as woven shirts, jackets and dresses. The store’s price points range from $32 for a plain white tee to $138 for a pair of denim pants and $315 for a woman’s belt. Parasuco’s mix of products is one reason why the store could help contribute to a diversity of choices on Robertson and not merely be a high-marquee jeans name. “It’s not about the denim,” Salcito said. “There’s so much product, from dresses to dress shirts.” —Andrew Asch
