IRO PARIS

However, a long stay in New York and participation in a rock band, was reflected in the designer’s work – French charm and classics, elegantly intertwined with grunge and the rock and roll of the 70s – 80s American scene. Laurent and Arik use cotton, leather, wool, viscose, and silk, combining a simple cut with original details.

The brothers came to the fashion industry through the activities of their parents, in particular their work with the clothing brand Somebody.
In the process of creating their collections, the Bitton brothers adhered to conservative French design.

In 2004, the Parisian-born brothers Laurent and Arik Bitton founded the IRO brand. In 2006 they opened their first boutique in Saint-Germain. In Japanese, the name IRO means “color.” The name was coined by the brothers and is consonant with the English word “hero.” A behind-the-scenes hero: only his work is noticeable.

The grunge-style accessories and clothing, diluted with casual, resonated with fashion fans from Soho to Los Angeles, from London to Seoul, Lebanon, Shanghai, and Qingdao.

A French classic with a touch of American vintage nonchalance and Japanese originality: the IRO collections create everyday looks for the lovers of minimalist style with an opportunity to express individuality. The craftsmen use soft drapery, lace, and frills in their jewelry, using a careless grunge cut. The designers wanted to create a wardrobe not just for magazine models but for daily life, for girls who are always on the move, so that their clothes accompany their life like the soundtrack to the favorite movie.

The designers added Japanese madness to Parisian romance and New York rock, forming the perfect balance of sophistication and modernity. The Bitton brothers strive to combine the incongruity in their work – a mixture of fabrics, styles, and seasons. IRO is the perfect garment for brave people who wear what they want, when they want, who wear summer in winter and winter in summer.