The line shows casual and easy to wear clothes in luxurious fabrics and unique cuts that are extremely fashionable and appropriate for any occasion. IRO was founded by brothers Arik and Laurent Bitton in 2004 where they introduced a new take on Parisian chic. The duo designers intend to convey a natural yet charming look to the urban woman with their casual clothes that are often in soft color palettes and refreshing laidback silhouettes. The line also has a pinch of edge that adds a twist to the classic standard Parisian look making the IRO woman stand out from the crowd in an effortless way. The designers like to bring elements from their musical background into their minimalistic fashion, which can be described as “French chic meets New York street style”. IRO means “color” in Japanese and the motorcycle jacket is the iconic piece of the brand.