Severely Cool French Label IRO Opens in SoHo

Fact: the French don’t know how not to be cool. From Celine to Vanessa Bruno to Isabel Marant, Parisian labels continue to enchant global tastemakers, offering stars a foolproof way to landed on best-dressed lists the second they slip these chic creations on. One of said superior style purveyors is IRO, who just opened their first US standalone store in SoHo. 

Located at 450 Broome Street on the corner of Mercer, the 2,000-square-foot space houses founders Laurent and Arik Bitton’s killer ready-to-wear collections and accessories. Here, I sat down with the Brothers Bitton to learn more about the big move stateside.

Why New York?
"Over the past six years IRO has been establishing US awareness in some of the leading stores – Barneys, Intermix, Saks and Scoop among many others.  We felt that at this point the line was well established and New York was the obvious choice as its the epicenter of luxury shopping and downtown street style."

What inspired the decor? 
"The décor is coherent with the European stores and offers a really cool industrial feel – a little edgy with exposed steel beams and concrete flooring which offers a unique juxtaposition against the clothing. It’s the perfect mix of street and luxury materials."


What are some inventory highlights?
"Some of the highlights from Spring are the Lewis lace Jacket, the perforated leather Caelie Jacket, Hawkins cut out jeans and the Taylor laser perforated t-shirt."

Where does IRO want to open next?
"We’re looking to expand in the US over the next few years and have our eye on a few key markets. We are excited to bring our IRO retail experience to everyone."


450 Broome Street @ Mercer

Store Hours:
Monday – Saturday: 11AM – 7PM
Sunday: 12PM – 6PM

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