Back to top


Founded by French-born brothers Arik and Laurent Bitton in 2005, IRO (meant to sound like the English “hero”) has a toe in both Paris and New York.  Initially launched as a collection of women’s tees, jeans and dresses, IRO has since grown to include full ready-to-wear lines for both men and women. Marrying quintessential Parisian chic with New York edge, the label creates fresh, pared-back staples that whisper rather than shout. From distressed pullovers and skinny jeans to the perfect leather jacket, IRO radiates laid-back, contemporary cool.