If an item is 35% off the regular price, that means you are paying 65% of the regular price (100-35=65). Now that you have this information, it is quite easy to solve.
$95 × 0.65
=$61.75
The item costs $61.75 when on sale. You can check this by finding out the discount you receive ($95 × 0.35) and subtracting that number from the original price. You will get the same result.
*Note: 0.65 is the decimal form of 65%