OUR BRANDS
Two French brothers with style, Laurent and Arik Bitton, leading this amazing international brand.The style described as nonchalant
casual-chic. Every season the IRO surprises us with all their new inovations and also noticed by the celebs, that seem to desire every new jacket the bring !
It's
no secret that the whole 'rock chick' look is all the rage and easily
available in most high street stores or from big-name designers. It's an
easy trend to sell, as it mainly involves a lot of black leather,
distressed denim and a fair amount of studding, yet many of the examples
I've seen miss the mark either by taking it too far or providing pieces
you can do better yourself. In any case, the last thing you want to do
when wearing something that's supposed to be cool and edgy, is look like
you tried too hard. I'm guessing this is also why so many prefer to
take the DIY route when it comes to shredding and fading jeans or
studding a bag. Besides being cheaper, it looks a little bit more
authentic - more wearable than the luxury version and less artificial
than the high street counterpart.
This
has made me wonder how actively involved the designers behind these
looks are in the music scene - do they go to concerts? Do they check out
what indie bands are wearing on stage? Do they observe the clothing of
the fans? It's easy enough to pick a popular musician as a muse, but to
capture the vibe of an entire genre is slightly more tricky. I'm
guessing it's why the French brand Iro is so successful. Unlike many
other labels out there, this one wasn't started by businessmen or
fashion experts, but by two brothers - Laurent and Arik Bitton - both
come from the music industry and yes, they had a rock band as well. Back
in 2002, despite a lack of design experience, they decided to channel
their love of rock music into a different medium: fashion. Inspired by
the assertive and cool women in their circle of friends who had an
original sense of style, they created a clothing line that had a
distinct vintage feel (mainly 70s and 80s) and at the same time mirrored
big city chic, focusing on a style that would feel at home in Paris,
Tokyo or New York.
Simone Michelle Halfin was born in Brussels, Belgium. Her father was Romanian-born Leon (Lipa) Halfin, who immigrated to Belgium from Chisinau (then Bessarabia province of Romania and now the capital of Moldova) in 1929.Her mother was Greek-born Liliane Nahmias, a Holocaust survivor. Just 18 months before Diane was born, her mother was in Auschwitz.
Diane has spoken broadly about her mother’s influence in her life,
crediting her for teaching her that “Fear is not an option.” Diane later studied economics at the University of Geneva in Switzerland. She then moved to Paris and worked as an assistant to fashion photografer’s agent, Albert Koski. She left Paris for Italy to work as an apprentice to textile manufacturer Angelo Ferretti in his factory, where she learned about cut, color and fabric. It was here that she designed and produced her first silk jersey dresses.
In 1989, Malene Birger began her fashion career with a degree from the
Danish Design School. After an apprenticeship as a window stylist, she
went on to become a fashion designer at Jackpot by Carli Gry, then took
on the position of Head Designer of womens wear at Marc OPolo in
Stockholm. Birger started her own company, Day Birger et Mikkelsen, in
1997, and won her first Danish Design Award.
The By Malene Birger Company
In 2003, Malene Birger joined forces with Denmarks largest fashion
conglomerate, IC Companys, to form a new company, By Malene Birger. As
CEO and Creative Director, Malene Birger held 49% of the shares of the
company. In 2004, she won her second Danish Design Award, as well as
winning the Scandinavian design award, Scanorma. Recently, Birger sold
her shares of By Malene Birger back to IC Companys, but she continues a
relationship with the firm as Art Directing Consultant, in charge of the
lines designs.
Birger is noted for her consistently elegant, feminine designs that
combine a sense of luxury and sophistication with a casual, easy-to-wear
style. This seasons By Malene Birger online designs features soft
fabrics in muted pastels, khaki and gold, with playful nods to the most
current trends in hemlines, both maxi and mini, and to this seasons
jumpsuits and playsuits. By Malene Birger online shop also offers an
assortment of tasteful accessories in a subdued palette.
The Malene Birger Book
Malene Birger has expanded the focus of her growing design empire to
include the world of interior design, with the release of her coffee
table book, Life and Work: Malene Birger's Life in Pictures in 2010. The
book serves as a pictorial biography of Birger, with pictures of her
paintings, studios and homes. Birgers interiors echo the confident
lines, attention to detail and preference for comfort that are her
fashion signatures.
Leafing through HUMANOID’s 26-year anniversary publication, it’s over
30 years by now, you see a women’s label maturing in the big world of
fashion without so much as a step astray. Without screaming for
attention. HUMANOID’s identity feels familiar. That pleasantly unruly
early 80s feel always remained: expressive, creative, authentic, but
always functional and contemporary.
HUMAN-OID, literally: like
a human. And very much like founders Sandra Harmsen and Hans Boelens,
creative and financial director respectively of this proto-Dutch global
brand. But just the same like the current designer in chief Cecile
Bleijenberg who joined the HUMANOID family in 1998. HUMANOID’s strength
is that it is a brand like a wonderful person. Two feet on the ground,
feeling completely sound and comfortable with yourself, doing what you
feel you have to do and above all, having a great time. Freedom.
Quality. Here and now.
Every HUMANOID collection originates
from this gut sense of freedom, and the feel of the materials. The way
they drape, move, how it behaves while treated and how it caresses the
skin. Soft, lush fabrics, great qualities. They appear to be worn in and
washed, they all match in shades, structures and in layering. Fine
cashmere, unstable cotton, suede and leather. Earthly, feminine,
comfortable and contemporary. Every collection a continuation of the
previous one. A large luxurious wrap scarf, symbolizing the HUMANOID
feel, has been a staple from the start.
30 years of HUMANOID.
It appears so self-evident, which of course it is not. What started with
the New Wave gut feeling and Fun Punk attitude of a small collective
around Sandra Harmsen and Hans Boelens in Arnhem’s Weverstraat has
steadily blossomed into an international fashion conception.
DRYKORN
ISABEL MARANT
Born in Paris in 1967 to a German fashion designer mother and French
father, Isabel Marant began sewing aged 15. She wanted to make clothes that set her apart from her ‘girly’ peers, she wanted to wear more masculine clothes.
and escape the ‘froufrous’. She later enrolled at the design school
Studio Berçot and upon graduation apprenticed at Michel Klein, soon
launching her own line of accesoiries and jewellery.
Spotting a gap in the market between the elaborate and inaccessible clothes of the Paris catwalks and the super simple style of Agnès B and her
contemporaries, Marant launched her own clothing line. Her designs are
aimed at active young women like herself. Marant’s girl is feminine but
not ‘super sexy’.
“A woman who wants to have a strong per¬son¬al¬ity but with¬out being
totally dressed up, who wants to be dif¬fer¬ent but in a dis¬creet way.
And she’s usu¬ally a rather active, entre¬pre¬neur¬ial woman who needs
to feel good in her clothes with¬out try¬ing too hard.”
Soon after launching her label Marant won the Designer of the Year
Award and began to build up her now legions of fans. Her success lay in
her pragmatic approach, she saw the effortless worn-in look of girls
hanging out at tiny Parisian cafes and understood that this was a style
that, if harnessed and sold, could sweep the fashion world. Her
silhouettes, often feminine and fitted, are informed by women on the
street. Colours are predominantly washed and lived in rather than
box-fresh and bright.
“It's easy to make magic on a red carpet - except just how many of us
live that life? But how do we make it happen every day on the sidewalk?
That's why I love to design.”
Marant’s label is a ‘melting mode’, a trendsetter’s favourite with its
mix of minimalist and bohemian. The obvious femininity of floating dresses
is offset by louche minimalist masculinity and unlike many of her
Parisian contemporaries Marant’s strain of chic has an almost affordable
price tag.
SACK'S
The Halfon Family founded SACK’S in 1983 with a vision to creating
a global fashion house with a stylish, luxury line for the contemporary
consumer. As the company grew, the implementation of modern management
methods, a keen sense of design, and effective marketing helped create a
fresh, fashion-conscious brand. In 2007 the Fox Group partnered with
the Halfon Family to become a 50% owner of SACK’S.
Today, SACK’S works with a wide network of distributors and its unique
designs can be found in over 1000 stores in 14 European countries and
other global locations. Over the years SACK’S has gained a reputation
for creating trendsetting collections that utilize the finest quality
raw materials such as pure cotton, silk, cashmere and more.
All of the SACK’S concept stores explore a unique design expressing the
SACK’S core essence and leveraging great design as a value driver. Store
design is based on modular structures with dynamic visuals, allowing
for frequent design re-invention while offering clients a new shopping experience....
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