eing hip isn't easy. You gotta have the look. Parasuco knows this all too well, and after a lengthy renovation, the re-designed flagship store re-launches. It may have taken a year of construction, but the boutique at the corner of Crescent and Ste. Catherine Streets proudly sports a $5 million redesign.

The building, which was originally a bank, has been restored to its original luster - bank vault and all. Designed by Saroli Palumbo, the 12,000 square feet space now showcases a bigger selection of men’s clothing, outerwear, dressy coats and a full range of sweaters.

Salvatore Parasuco opened his first store called “Pour les Deux” with a mere seven thousand dollars. Due to constraints of the little budget at the time, he started to offer pre-washed jeans to the public. Now, Celebrities are recognizing Parasuco as one of the must-haves. From frilly shirts to prom dresses, Parasuco has become the darling of Crescent and St. Catherine. K.J.

1414 Crescent Street, Montreal.