Founded by brothers Arik and Laurent Bitton in 2004, contemporary fashion label IRO (pronounced “eero”) was ironically named after the Japanese word for colour. Contrary to what its name suggests, much of their collection adopts darker shades of blue, grey and black which make for an alluring mix of Parisian chic meets New York edge. Initially launched as a collection of womenswear, IRO has branched out into a full range of men’s leather bomber jackets, distressed cotton pullovers and faded skinny jeans. This illustrious brand is now available in over 20 countries, challenging the rules of luxury fashion and encompassing a more youthful aesthetic using the highest quality materials such as soft lamb’s leather, organic cotton, cashmere and silk.
If you’re looking for the perfect outfit which shows you’re young, fashion savvy, and a little bit cheeky, then IRO is the luxury brand for you. Their biker jackets and skinny jeans; leather mini dresses and jumpsuits; parkas and jumper dresses; sweaters, miniskirts, and stonewashed leggings all exude a casual, rock-chic vibe that are perfect for revamping the wardrobe! IRO’s seductive semi-sheer mesh dress is both figure-hugging and flattering, while the short sleeve sheer top is the looser, less provocative choice that is equally as stylish. Most of IRO’s collection shies away from a vibrant colour palette, choosing demure tones of black, white and grey instead.