IRO is a Paris based womenswear and menswear brand founded by Laurent and Arik Bitton - both come from the music industry . Laurent and Arik Bitton decided to channel their love of rock music fashion. Inspired by the assertive and cool women in their circle of friends who had an original sense of style, they created a clothing line that had a distinct vintage feel and at the same time mirrored nonchalant, easy chic style .