What’s the secret to that elusive French girl je ne sais quoi? You might just find it in Gallic-cool label IRO. Launched by brothers and music industry veterans Laurent and Arik Bitton in 2004, IRO clothing has focused on a louche, downtown Parisian look from the get-go, making grunge-glam styles like textured, oversized jackets, streamlined ankle booties, flowy rock goddess dresses, and slouchy IRO T-shirts its bread and butter each season. To every girl who dreams of looking like Lou Doillon while she knocks around Marais for an afternoon: this brand is for you.
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