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.
The founders were involved in the music world at the time - one singer, one pianist and both guitarists in New York. In fact, when they were in their twenties, the brothers founded a music label called Crossman. So it was against a backdrop of electric guitars and pop rock influences that IRO was born.
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.
And this message is expressed in advertising campaigns. Summer in winter, winter in summer, it will be woolly skin with naked legs, it will be models such as Anja Rubik, Aymeline Valade, Karlie Kloss, Sasha Pivovarova and Constance Jablonski. They stare the camera lens by displaying character, more than poses. Nothing is fixed, neither the looks or the fabrics worked.
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.
From the status of a « small intimate » designer label, IRO has become a brand in its own right, desired and sought-after by all women in search of racy pieces.
Many celebrities dressed in IRO. From Kate Moss to Scarlett Johansson, from Drew Barrymore to Gwyneth Paltrow: "May the Rock live in each and every one of you".
Since December 2019, IRO is owned by Shenzhen Ellassay Fashion Co company, listed on the Shanghai Stock Exchange.