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.