Sunday, April 28, 2013

IRO Store Opening in Zurich

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A strong sophisticated woman. 

That's the type of woman that IRO, the brand that just opened a shop in Zurich (Strehlgasse 5), dresses.
You can see it in the embellished biker jackets, the ripped details, the sexy heels - in the streight cuts, the strong prints, the solid colors.
A match of torn and sophisticated, unpretentious yet full of details. Easy and complicated.
The quintessence of rock chic. 

"Que vive le rock en chacun d'entre vous".

It all started from the creative impulse of two Parisian brothers, Arik and Laurent Bitton, whose first shared passion was rock music. A passion which definitely still continues existing in their clothing collections and through which, since 2005, they try to bring rock n' roll to life in each and every one of us.

What started as a project lead by two people is now an established company that counts a team of more than a hundred people. Arik and Laurent now lead the artistic direction as well as the marketing and communication department. Together and "toujours en restant des gosses" ("always staying boys") tells me Laurent at the dinner of the opening ceremony, because without that palyfull part, that passion that keeps you work on your projects and dreams, nothing of what they reached could have been done.

Two cities, two sources of inspiration, one look. 

Entering the store for the first time, I had the impression that the two cities in which the Bitton brothers now live, Paris and New York, also seems to play a role in their creations: both urban, both known for their effortless charme, they create a harmonious unity. Just like the one between the two brothers. Just like "a marking tattoo", as they write in their Spring - Summer 13 lookbook. 

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