ABOUT US

Streetwear engineered for heartbreak, hustlers, and high fashion addicts.

THE LOGO THAT LOVES AND LIES.

IRONIE DE L’AMOUR is born from contradiction.
A logo that reads “amour” when upright, and “ironie” when flipped.
Just like the streets—what you see isn’t always what you get.
It’s love with sharp edges.
Street luxury with something deeper beneath.

INNOVATIVE. COMFORTABLE. GANGSTER.

• INNOVATIVE
We rewrite streetwear. No blanks. Every piece is engineered from scratch, cut with our signature silhouettes.
• COMFORTABLE
Built like a fortress. Feels like a dream.
Every fabric is chosen for fit, warmth, and flow.
• GANGSTER
It’s a criminal love story.
Inspired by the UK roadman aesthetic and the elegance of French fashion houses.

FOR THE HEARTBROKEN, THE HUNGRY, AND THE HOODED.

We don’t make clothes for everyone.
We make armor for the loyal, the cold, the committed.
For those who flex quiet and move loud.
For those who love like a bullet—fast, raw, and hard to forget.
If you know, you know.
If you don’t—welcome to the wave.

TWO SIDES. ONE TRUTH.

The logo isn’t just a name.
It’s the entire philosophy—balanced, bold, and barbed like chrome wire.
Wear it your way. Just make it yours.