IRO, 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 founders were involved in the music world at the time - one singer, one pianist and both guitarists in New York. In fact, when they were in their twenties, the brothers founded a music label called Crossman. 

So it was against a backdrop of electric guitars and pop rock influences that IRO was born.