IRO

Profile

Arik and Laurent Bitton, the brothers behind the rock-chic French label IRO, opened their first U.S. storefront on Broome Street, a location handpicked for its proximately to other French labels like Surface to Air. Inside the shop, sparsely filled metal racks display refined yet edgy print tops and tees, silky dresses, denim bottoms, and a plentiful assortment of structured cotton, leather, and lambskin jackets. Black spotlights hang from the overhead rafters to illuminate these pieces while a sprinkling of colossal mirrors await along the matte black and white walls. Three generously sized fitting rooms are available next to a small selection of menswear, as well as a few accessories options like handbags, belts, and Italian-made shoes. The somewhat limited selection is perfectly in tune with the store's industrial, minimalist design aesthetic. — Julia Friedman