In 2010 while living in London, Spanish and Italian duo, Tania San Miguel and Lorenzo Stefanini, decided to join forces and came together to create South Parade with a clear idea in mind: offer great quality basics with a funky approach. After many years in the fashion industry working for international renowned brands such as Burberry, Ferragamo, Pucci and Tom Ford, they increased their passion and skills for this business. Their experience with such luxury brands made them aware of the importance of quality at every level. And the search for the perfect quality t-shirt began. “We love t-shirts, they are an essential staple in any modern wardrobe. You can wear them pretty much everywhere and anywhere. They could be dressed up or dressed down. We think they are such the perfect canvas for an idea, they are a way of expressing yourself. And we think quality shouldn’t be compromised when it comes to this garment. Good quality is very important to us, and sometimes it’s not easy to find in the t-shirt world”.
Focused in finding the best quality cotton, they turned to the amazing feel of Peruvian Pima cotton. Well renowned in fashion for its long and strong fibers while at the same time being very soft and light. “We are passionate for detail and good craftsmanship therefore careful attention is paid to every component. We believe we should offer only the best, and that is why we like to say that although our garments might be casual, they are still luxury products.”
In addition to the fabric, fit and the garment detailing, South Parade proposes a different vision with fun and attractive graphics that add another layer of exclusivity. The contemporary artwork is unique but always keeping in trend with the current fashion panorama and street culture. The funky images offer playful and artful themes that are appealing to a young spirited demographic. “Inspiration comes from different areas. Some comes from the cities we lived at and places we visited, giving our designs that cosmopolitan and street flare. Other comes from our passion for music, photography or art, from architecture to vintage illustrations adding to our designs that funky pop culture. All these ingredients combined result in our Street Chic approach.