Par.co Denim was founded in 2014 by two cousins, Par.co is, indeed, an acronym for Parimbelli cousins. The idea is to create a brand that produces high-quality jeans in Italy in a sustainable way. This translates into a rethinking of the jeans production chain, immediately applying sustainability policies in the choice of raw materials, accessories, suppliers, collaborators and partners. The values of respect for the environment and the dignity of workers characterize the personal beliefs of founders, also reflected in the brand. Furthermore, a deep and direct knowledge of the denim world and its potential for improvement towards the creation of more respectful and ethical products has allowed the two founders to have a value compass that could guide them in their productive, commercial and communicative choices.