History

Brothers Laurent and Arik Bitton founded Iro in Paris in 2005. Before entering the fashion industry, the founders worked in the music business, which influenced the brand’s rock-and-roll identity. Iro gained significance for popularizing the Parisian cool aesthetic, characterized by distressed textures and structured outerwear. It contributed to the mid-2000s emergence of the contemporary luxury category, integrating high-end tailoring with streetwear elements through its signature leather and bouclé garments.