The trendy French women’s label Iro is out to dress men this fall.
The designers, brothers Laurent and Arik Bitton, launched the women’s label in 2004 to diversify their careers as rock musicians, which accounts for the line’s slouchy, rock ’n’ roll edge. (Think miniskirts, holey T-shirts and leather jackets.) The brand has a small celebrity following, including Kate Moss.
“During the time when we used to do live gigs, we were always attracted to the strong styling of our girlfriends at the shows,” the brothers Bitton said. “We found that there is a direct connection between music and fashion, and as we got older and more business-driven, that notion always guided us through every collection.”
Iro, which owes its name to the Japanese word for color, opened its first store on Paris’ Boulevard St. Germain in 2006, and another in the Marais in 2008.
“We have been doing the women’s collection for five years now and we thought it is time to do something for us. We found there is an opportunity to spread our own style — a cool man but not overstyled,” they said.
Marketing plans include advertising and exhibiting at trade shows such as Tranoï in Paris. The men’s line is launching with about 50 pieces for fall. Scoop and Ron Herman already have picked it up.
The key item for men, as for women, will probably be the soft and stylish T-shirts, poised to compete with brands such as LNA and T by Alexander Wang.
Prices are $45 to $230 for tops, $515 to $770 for jackets, $205 to $414 for pants and $100 to $230 for accessories, including sneakers.
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