Lhe IO shoe brand is a true family success story. “We are the third generation to work in shoes”tells us Ahlam Bennis, artistic director of the brand. “My grandfather was in the traditional slipper business in Fez and my father founded, 40 years ago, a production unit for major international brands”, she adds. Combining ancestral know-how and materials from Italy, the IO shoe house offers a range of shoes that transcends cultural borders. Each pair of IO shoes is the result of meticulous work, carried out by true shoe goldsmiths. Skilled artisans shape every detail with precision, from cutting the leather to carefully finishing the stitching. The result is a harmonious marriage between tradition and innovation, where each pair tells a unique story and reflects the personality of the customer. “Io means me in Italian. However, shoes are an accessory that brings out the best in a person. With the same outfit, you can wear different shoes and reveal different personalities of yourself”explain to us Ahlam.
Authentic style
From woven moccasins to pumps revisited with a contemporary touch to sophisticated jeweled sandals, IO collections offer a variety of styles that appeal to fashion lovers around the world. From the streets to the red carpet to the catwalk, IO shoes embody timeless elegance. “We are proud to be a Moroccan luxury brand. We draw our know-how from our artisans who have perfected their hand-made skills for over 40 years with major international brands,” specifies the artistic director of the brand. Everything is designed for the comfort of the foot and the aesthetics of the shoe. “We have a design office in Italy. The leather and jewelry that adorn our shoes are imported”, Ahlam explains to us. IO is also committed to sustainability by using high-quality materials. “2024 is a special year for IO and we wanted to unveil a special wedding capsule”reveals the artistic director.
Pumps adorned with jewels, gold-colored heeled sandals, heels made of Swarovski crystals… at IO shoes become a real jewel. The brand’s little extra? A personalized service for all occasions and to complete all your outfits. “At IO, you have the possibility to choose the material, color and ornament that suits you according to your desires and your creativity”, assure Ahlam Bennis.
A growing brand
The spring/summer collection sublimates Moroccan craftsmanship. “For this collection, we have produced a very wide range of raffia models. We find work in flower crochet or braiding in different patterns,” describes Ahlam. From moccasins to sneakers, including sandals, summer fashion will be in raffia at IO. Men are not forgotten, and to mark the brand’s 10th anniversary, the men’s collection has been relaunched. Rooted in the centuries-old craftsmanship of Morocco, IO intends to continue to enhance our feet.
