In 2005, Laurent and Arik Bitton decided to channel their love of rock music into a different medium, fashion. Inspired by the assertive and cool women in their circle of friends, the duo founded IRO, a Paris based womenswear and menswear brand. Nonchalant and effortlessly chic, IRO creates ready-to-wear collections, accessories, footwear and small leather goods with a distinctly vintage feel that are favored by some of the world’s most fashionable stars including Kate Moss and Scarlett Johansson.

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