IRO, is an anagram of the French word for king. The two brothers, Arik and Laurent Bitton, were driven by the same desire: to build a simple and strong wardrobe for the cool girl, who is confident, nonchalant, but always true to herself. Since 2005, IRO has been inspired by the 70’s in America, the joyful Japanese madness, and Parisian romanticism. The silhouette is a mix between sexy and masculine; sometimes urban, sometimes wild. They break codes and play with contradiction, from leather to tweed, and much more.