Iro Ventures into Skiwear
French contemporary brand Iro is translating its Rive Gauche attitude into activewear for the first time, debuting a capsule of ski apparel and accessories ahead of the holiday season.
The 20 stock keeping units on offer include performance-level goose-down puffers, quilted gilets and slimline pants. Each comes in solid black or ivory, save for a drawcord pullover with a kangaroo-pouch pocket, which comes printed in a mashup of leopard spots and zebra stripes.
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Completing the look are balaclava hoods, waist bags, goggles and mittens. Prices range from $165 to $1,105.
“The Iro customer lives an adventurous lifestyle with regular travel to some of the most sought-after global winter destinations,” said Daniel Power, executive vice president for the brand in the Americas. “It was only fitting we ventured into skiwear allowing them to maintain their accustomed level of elevated everyday style.”
While Iro has no immediate plans to expand in the sporting goods market, Power said skiwear will serve as a test run for potential endeavors, adding “it’s about seeing how the Iro DNA can exist outside its main categories.”
Especially popular for the brand are denim and leather separates with rock ‘n’ roll touches like shearling and chunky metal hardware to carry them from day to night. The ski lineup is similarly transitional with the same details used throughout. “Whether you’re active on the mountain or prefer the après festivities, the collection seamlessly carries over,” Power said.
Iro will drop the full collection online Monday before rolling it out to select stores in New York and Beverly Hills. It will also be available through the brand’s wholesale partners Shopbop and TruGrace Boutique.
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