by Anaïs Mora

IRO, is an anagram of the French word for king. This is the story of two brothers Arik and Laurent Bitton who seized the opportunity to turn their name into a label, and did it in less than a decade.

Driven by the same desire, they build a simple and strong wardrobe, to sublimate everyday the cool girl, confident, nonchalant but always true to herself.

Since 2005, the IRO wardrobe has been nourished by experiences based on a refined aesthetic, inspired by the 70’s in America, the joyful Japanese madness and Parisian romantism. So, the inspiration comes above all from the street, from an active, independent and modern woman.

The silhouette is a mix between sexyness and tomboy look ; slender sometimes urban, sometimes wild. We break codes and play with contradictions ; from leather to tweed, IRO has contributed to « désembourgeoiser » women’s dressing.

From Soho to Los Angeles, London to Seoul, via Lebanon, Shanghai and Qingdao, Iro has imposed a style, this street cred as much adored by millennials as by their elders.

Since its creation, the brand is asserting itself and growing: a line of accessories, a men’s line in 2010.

In 2006, IRO opened its first store in Paris, in the Saint-Germain district. Today, there are 6 Parisian stores and 4 corners in Bon Marché, Printemps and Galeries Lafayette, BHV.Also in International, IRO can be found in major cities such as New York, Los Angeles, Miami, London, Rome, Geneva, Madrid, Copenhagen, Amsterdam, Munich… The brand has 70 stores and 600 points of sale worlwilde.

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