I R O , is an anagram of the French word for king . This is the story of two brothers Arik and Laurent Bitton who seized the opportunity to turn their name into a label, and did it in less than a decade. Driven by the same desire, they build a simple and strong wardrobe, to sublimate everyday the cool girl, confident, nonchalant but always true to herself . The inspiration comes above all from the street , from an active, independent and modern woman. In the silhouette, there is a mix between sexy ness and tomboy look; slender sometimes urban, sometimes wild. They break codes and play with contradictions; from leather to tweed, IRO has contributed to “désembourgeoiser” women’s dressing.