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IRO

Founded by French-born brothers Arik and Laurent Bitton in 2004, 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. Trafficking in quintessentially Parisian chic peppered 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.
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