Parajumpers may be based in the foothills of the Dolomite Mountains in Italy, but its history is squarely American. That’s why the outerwear brand chose New York City as the site for its first retail store.
And the brand’s ties to the U.S. run deep. As the story goes, Parajumpers founder Massimo Rossetti was at a bar in Anchorage, Alaska, and had a chance encounter with a member of the 210th Rescue Squadron, a unit of the Alaska National Guard’s search and rescue team that parachutes into areas where there are injuries and natural disasters. They are called PJS, or parajumpers, and their motto is: “That Others May Live.
The store was designed by Stamuli, an Italian architectural firm headquartered in Stockholm that has also worked with Acne, Ganni, Tiger of Sweden, Alexander Wang and other fashion brands. Although Parajumpers is best known for its outerwear, the brand has expanded its reach in recent years to other product categories for all seasons. Lightweight jackets for spring/summer and T-shirts, polos, shorts and swimwear will be added in the warmer months. The price range for the winter collection ranges from $350 for a sweatshirt to more than $2,000 for a down puffer.
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