IRO Jeans was founded by brothers Arik and Laurent Bitton. Both had initially pursued careers in music, and it was during Laurent’s exploration as a guitarist and singer in New York City that later inspired the label’s designs.

When Laurent’s rock band separated, the brothers decided to give fashion a try. The pair never looked back and IRO was founded in 2005, focusing on creating effortless, rock-chic womenswear they had grown accustomed to amongst their circle of circles.

Today, IRO Jeans continues the brothers’ quest for a nonchalant brand that combined the essence of French chic and New York cool. Known for combining clean, classic designs with a rugged, edgy twist, IRO Jeans is known for intrinsically modern yet easy to wear pieces that stand on their own.

IRO Jean’s Spring-Summer 2016 collection comprises a series of relaxed designs that hit the perfect note in soft, neutral shades of gray, well-worn denim, and white. The footwear collection follows suite in complementary natural tones such as mossy greens and earthy browns. The designs lend a subtle nod to uptown fashion while keeping the overall look and feel very relaxed and downtown chic. Pulling the looks together is an assortment of textured belts with laser-cut detail, studs, and styles reminiscent of woodblock printing.