A chronicle of the pioneering and subversive brand Parachute and its influence on the evolution of fashion in the 1980s and beyond.
From its beginnings inspired by New Wave subculture to its position as an international fashion sensation, the Parachute brand from Montreal was recognized for its visionary, bold apparel and innovative concept stores.
Avant-garde in attitude and design, Parachute brought together high and low, the establishment and the underground. The clothing was defined by androgynous looks, oversized silhouettes, elevated essentials, and graphic references to past and future, from exaggerated trench coats to “space samurai kimonos.” Together with a considered retail presence, which combined an industrial aesthetic in the stores with exuberant photography campaigns, the brand created a vision for street fashion that is keenly relevant today.