Founded by brothers Arik and Laurent Bitton, who at the time were immersed in the music business, IRO was born against a backdrop of pop rock influences. Driven by a shared desire to build a simple, strong wardrobe for the active, independent and modern woman. Since 2005, the IRO wardrobe has been inspired by the 70’s in America, Japanese joyful madness, and Parisian romanticism. IRO breaks rules and plays with contradictions; glamorous mixed with tomboy chic; sometimes urban, sometimes wild.