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IRO, an anagram of the French word “king”, originates from Paris, where it was launched in 2005 by brothers Laurent and Arik Bitton. They both had a love for rock music, so when deciding to start their brand, they knew that music was going to be their main source of inspiration. The brand has a rocky, nonchalant feeling mixed with a vintage vibe that caters to the modern urban woman.

Vintage and high quality

Inspired by a mix of America in the 70’s, Parisian romanticism, and joyful Japanese madness, IRO has created countless stunning collections, blending the world of rock music with a hint of vintage. Ripped t-shirts, skinny jeans, knitwear, and edgy leather pieces are at the core of the brand’s aesthetic. It plays on a silhouette of a mix between sexy and tomboy and aims to build a strong and simple wardrobe to sublimate a girl that is cool, confident and casual but always true to herself. IRO has a great eye for luxurious materials and great quality – resulting in lush and long-lasting pieces of clothing that you can enjoy for years. IRO further ensures a good fit, so you can feel comfortable and confident in your clothes.

From music to fashion

Before entering the world of fashion, the founding brothers were both making a living in the music industry. One as a pianist, one as a singer, but both also played guitar. They wanted to bring the vibe and intellectual spirit of rock and roll to fashion, to offer women’s clothing that was less typically girly and feminine and had a more rocky and racy aesthetic. A vision that they have stayed true to ever since. IRO clothes is all about identity and attitude, but not a static look. It is the essence of music, brought into fashion.

Since launching in 2005, IRO has achieved status as a highly sought-after brand, now loved by fashionistas around the world. With multiple boutiques in Paris, IRO can be found in major fashion cities such as New York, London, Rome, Los Angeles, Miami, Copenhagen, Amsterdam and Munich. The brand currently has no less than 70 stores and 600 points of sale worldwide, and its celebrity fanbase includes names like Karlie Kloss, Scarlett Johansson, Kate Moss and Hailey Baldwin, who are all known for their stylish takes on vintage, rock, chic.

Shop IRO at Miinto

At Miinto, we have gathered a large selection of IRO quality clothing for the stylish urban women. You can find a wide variety of products in an array of various colours, sizes and designs, securing something for every taste and occasion. We make sure to keep our selection updated, so you can always be up to date with the latest trends in the fashion world. If you already know the size, colour, or design of the item you are looking for, use the filters on the left to find the desired result.

As a brand, IRO is a must-have in every fashionable woman’s closet, so scroll down and browse our selection for a purchase you will not regret.


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