Cacho Falcon was born in 1978 in Asuncion, Paraguay, and has worked as an artist in New York City for the past 12 years.

In 2003, Cacho began selling what he termed “Therapeutic Denim”—jeans custom painted with personal images. Clients brought their denim to Falcon, and as they told him about their life, he rendered their stories and confessions onto the material. These drawings were the beginnings of Falcon’s identity narratives. The drawings also marked the beginning of his dream-like style, which is often situated in a psychological tapestry of private and public spaces, not dissimilar to the urban setting from which Falcon lives and works.

In addition to “Therapeutic Denim”, Falcon began cutting and fitting T-shirts with a similar artistic mission. The custom-made garments displaying unapologetic and individual emblems of experience and identity caught the attention of Perry Ellis, which led Falcon to New York Fashion Week in 2004. Elle Magazine included one of Falcon’s denim jackets in their pages that December and soon afterward Falcon designed a one-of-a-kind denim collection for Guess. In 2005, American Idol winner Carrie Underwood wore a pair of Falcon’s jeans to the finals.