Iro

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. So it was against a backdrop of electric guitars and pop rock influences that IRO was born.