French brand IRO lands in Factory 54

The French brand IRO lands – for the first time – in Factory 54, with designs that are considered key temporary items for your wardrobe, alongside some new designs from the Fall-Winter 2021 collection.

The brand was founded in 2005 by brothers Eric and Lauren Bitton, who belong to the Guardianship of Families that drives the field of fashion and textiles in Paris. At the time, the two specialized in the world of music and were best known as leading figures in the nightlife scene of the City of Lights. What started as a high-quality T-shirt line in the Rock ‘n’ roll scene, quickly became a coveted and successful brand. In just one year, the first boutique was launched in the Saint-Germain district of Paris, and today the brand owns 70 stores and 60 points of sale in prestigious locations around the world.

IRO’s collections offer clothing items, shoes, bags and accessories in a style based on contrast: femininity alongside a tom-boy look, the sex appeal of Rock’n’roll alongside meticulous tailoring, a vintage look alongside a futuristic look, or in short – effortless Parisian chic.

The brand’s entry into Factory 54 brings with it happy news for women looking for meticulous, high-quality key items that will be preserved over time and considered relevant for many years, but on the other hand, will present a nonchalant and relaxed look. The collection is built on the basis of T-shirts in different cuts and practical colors of black, white and gray, alongside the trendy shade of the season – bright pink.

One of the brand’s strongest categories is leather, and this season stand out in black or white leather trousers designed with a high ankle-cut buggy silhouette, as well as a sleeveless oversized Baker jacket that can be combined with a tank top or button-down shirt in mid-seasons and a knit on colder days. The highlight is the mini dress in an eighties shell cut from black leather, which there is no other way to define other than as the pinnacle of perfection, for fans of the genre of course.

Price range: 379-8,990 NIS

Jackets and coats: 1,290-8,990 NIS

T-shirts: 379-490 NIS

Dresses: 1190-5790 NIS

Sweaters: 1690-2190 NIS

Belts: 849-1990 NIS

Boots: 1790-2690 NIS

The brand will be sold on the FACTORY54.CO.IL website and in the Factory 54 stores in the Ramat Aviv Mall, TLV Mall, Arena Herzliya, Netanya, the Golden Mall in Rishon LeZion, and Eilat.

Harel Sharon
Editor in Chief
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