IRO is the anagram of the word "roi". The luxury brand was founded in 2005 by two brothers: Arik and Laurent Bitton. Musicians at the origin, its history was born on a musical background.

With the goal of making a name for themselves in the fashion world, the designers of the luxury brand IRO have come up with a line of clothes that are simple but not banal.

They have the potential to sublimate the daily look of a cool and true to herself girl, active, independent and modern.

Inspired by the American seventies, the brand was able to propose a refined line combining Parisian romanticism and joyful madness. By mixing sexy attitude with that of the tomboy, the brand has succeeded in breaking the codes of the collections for ultra-feminine women.

Present internationally, IRO is aimed at an audience of all ages.
In 2006, the brand opened its first boutique in Paris. Today the luxury house has 70 boutiques and 600 points of sale around the world, and keeps as a guideline: "Let the Rock in each of you live".