In the early 1950s, husband and wife Giovanni Piazzalunga and Edda Paracchini began their business adventure by making a select few corsetry and lingerie garments and selling them at local markets. In 1953, this small lingerie venture became known as Parah, though not entirely on purpose. Originally, they wanted the brand name to reflect the first letters of its founder's surname (Paracc) but the printer used the letter "h" by mistake instead of "k", which had been chosen to reproduce the sound of the double "c". They decided to keep the "h" for good luck, and the exotic-sounding name served them well. The family atelier grew into a small business by the early 1960s, and the proper company was established in 1962 in Gallarate, a town in the province of Varese, Northern Italy.
During the 1960s, Parah expanded its range with a collection of swimsuits and beachwear. In the 1970's, Parah transformed the swimsuit into an object of pure fashion, paying utmost attention to the trends and staying one step ahead of the market. Parah Swimwear went on to become one of the best-known brands in the 1980s, truly establishing themselves as the first successful fashion swimwear company.
Today Parah is represented by the second generation of the family, continuing the tradition of innovation and sophistication. All Parah collections are manufactured in Italy, offering carefully made garments and a craftsman-like attention to detail. Each year, collections of precious and persuasive lingerie are created, with special importance given to producing garments that combine high fashion with absolute comfort. Enjoy the luxury, elegance and comfort of Italian design with Parah.
HIDE DESIGNER TEXT