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The brothers Laurent and Arik Bitton had their music production and his own rock band before creating IRO in 2004. The designers brought elements of their musical background style of the brand, which can be described as "French chic with a touch of New York streetstyle".

The main source of inspiration, as the designers themselves are normal girls who are in constant search of new trends and enjoy experimenting with fashion in a unique way.

Although Iro means 'color' in Japanese, the fact is that in their collections palette is based on neutral colors.

?Well known in their home country, IRO has gained international success extraordinary. Its main market is the U.S. although the brand also has a number of outlets in Europe.

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