IRO stores, just like their designs, are sleek, modern and up until now have been kept to the Northern Hemisphere. Sydney is the new exception. The Parisian-based clothing brand has landed in Double Bay and brought along its signature luxury aesthetic. Often described as French chic meets New York street style, the brand is renowned for its quality garments and A-list popularity.
Designed by IRO’s international interior architect, Tanju Ozelgin, the space is clean, cool and streamlined. Natural wooden paneling contrasts with cold grey surfaces, skeleton racks line the walls and minimalist rectangular drawers double as interior features. The store, like all IRO ventures, is a carefully considered space that has been designed to complement the clothing.
Brothers Arik and Laurent Brittons are the siblings behind the label. While their backgrounds lie in the music industry, fashion runs in the family. For 20 years their parents were at the helm of French womenswear label Somebody, and this, it seems, had a lasting impact. After moving to New York to pursue a music career, Laurent left that career and joined Arik in Paris to create IRO. The label was launched concurrently in Paris and New York: a fusion of edge and class.