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, the founders who were envolve in the rock music at the time - build a modern and strong wardrobe, to sublimate everyday the cool

girl, confident, nonchalant but always true to herself.IRO, is an anagram of the French word for king. They

sublimate everyday the cool girl, confident, nonchalant but always true to herself.IRO aims to build a simple and modern wardrobe for cool girls: redefine the music culture, reflect the revolution of time and mutiple self- expression. IRO integrates American rock gene and French romantic style, continues using leather, denim, silk etc., subtly apply the plaid, print, splice elements to break the traditional boundaries, defines the fearless and chic lifestyle for urban cool girls. IRO woman is an heroine of her own life.