In the 1980s, fashion brand Parachute stood at the forefront of cutting-edge design. Founded by architect and urban planner Harry Parnass and clothing designer Nicola Pelly, the Montreal-based company achieved extraordinary international success.
For Parnass and Pelly, design was both a means of communication and a political act that provoked and challenged the status quo. Their fashion was innovative, anarchic and revolutionary in spirit. Parachute celebrated bold individuality and aimed to empower clients to be their own heroes.
Parachute’s street credibility and continued resistance to mainstream acceptance were rooted in its subcultural New Wave beginnings. Commodifying cool, the brand marketed hip and authentic urban underground experiences in its visionary retail environments.
Come explore Parachute’s avant-garde image and follow its transformation from youthful subculture to sophisticated global designer fashion brand at the dawn of the digital age.