Salsa Jeans has embarked on its first transatlantic journey. The Portuguese denim brand has partnered with Paul Guez, who is known to have made a significant contribution at Antik and Sassoon. The joint-venture in question begun earlier this year. Paul Guez is at the head of "Salsa fits my life", as it is called. "We have inaugurated our first showroom in Los Angeles and a second shall soon open in New York", confirms Joao Braga, Salsa Jeans' Marketing Director.

The brand will therefore attempt to penetrate the American market using designs influenced by this country's "casual" culture. The new collection will be adapted to this specific market including new jeans, new t-shirts thought up with the help of Jason Ferro, Salsa Jeans' artistic director. "This is the first time that a european fashion brand deploys a local strategy and ventures into a partnership with such will to adapt its clothing to the American market and its codes. We are working on the new designs exclusively for the United States. These designs are simpler, contain less detail, but not without Salsa's concept : young, fashionable, and innovative", comments Adrien Gauthier, the brand's Marketing Manager for the US branch.

Moreover, the denim company plans to distribute its product thoroughly via multi-brand stores and foresees opening three concept stores in New York, Miami and Los Angeles, respectively. The first boutique will open its doors this mid-July on Melrose Avenue in L.A, California.