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This week in New York, French Brand Iro opened their first US location, a 2,000-square-foot store in Soho. Historically Iro has been sold in higher-end department stores in Paris and throughout Europe but recently let loose their ambitions of a US expansion. According to WWD, in the next two years the brand hopes to have 20 stand-alone stores, which includes one in Chicago.
Iro is known for their vast use of fabrics and streetwear-derived vibe. Prices range from $506 for a silk crepe dress to $270 for a sweater with detailing. And to round-out the aesthetic of the brand, interiors of the stores reflect the same streetwear vibe using concrete and exposed duct work.
There are two neighborhoods that seem appropriate for this brand to open; Bucktown and the Gold Coast. The prices reflect what is happening in the Gold Coast, especially with a leather jacket fetching $1,400 but the style reflects what's happening in Bucktown.
· Iro Opens First U.S. Store, More Planned [WWD]
· Iro [Official Site]