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    IRO, French fashion label, founded 2004 by Arik and Laurent Bitton in Paris. After Laurent Britton’s music career fell apart in New York he and his brother Arik decided to follow the lead of their parents and become a part of the fashion business, founding their label IRO in 2004. They started selling T-shirts, jeans, dresses and jackets with large success and started expanding rapidly opening stores in Paris and the US with a their flagship store in New York’s SoHo. Also IRO is sold by Intermix, Barneys and Nordstrom. The IRO-style is classic Parisian chic with a more relaxed attitude, influenced by Rock & Roll, a good mix of high-end and high-street fashion.

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