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Taking inspiration from their background in music, French brothers Laurent and Arik Bitton created a ready-to-wear fashion line called IRO in 2002. After gaining experience in fashion while running the family business, the talented duo decided to launch their own line. The name IRO is derived from the Japanese word “color” although most of the line is subdued in shades of black, grey and white.

Each and every IRO piece is crafted with particular attention to pattern, texture and detail that encompasses the city-chic attitude and feminine persona of each and every customers. The jet-setters, trendsetters and all around fashion enthusiasts inspire Laurent and Arik Bitton. IRO clothing can be regarded as sexy, playful and energetic.

A huge success in native France, IRO can be found in the top department stores like Nordstrom, Barney’s and Saks Fifth Avenue and high-end boutiques like Scoop. The Britton brothers designed IRO with the chic and street-smart shopper of Paris. Holding true to their love of music, Laurent and Arik design jackets that have a feminine yet rock and roll touch. IRO jackets and other outerwear are also inspired by the brothers’ female circle of friends, who are assertive and express their individual style.

With that in mind, IRO clothing has a distinctive 70s and 80s vintage feel. IRO clothing contains only the finest quality leather, cashmere cotton and silk. Laurent and Arik’s goal was to have a collection that was at home in New York, Paris or Tokyo. The fashion line has added denim shorts and jeans to their growing repertoire.

IRO has been featured in top publication Cosmopolitan and pictured on celebrities like Hilary Duff, Kelly Brook, Anna Paquin, Leann Rimes, Kate Hudson, Rosie Huntington-Whiteley and many more. IRO will continue to be a favorite among celebrities and trendsetters for generations to come.