In their own words:
IOU is a clothing brand that brings together people who celebrate uniqueness, artisanship and design. Each one of our beautiful products is unique and handmade in Europe using fabrics handwoven in India. When you buy one of our items you'll notice that it has a unique id. Using this IOU code, you can see and meet the people involved in making your garment- from the fabric itself to the finished piece. We believe clothes should be made in a way that is responsible towards the environment and respectful of the people involved. We believe in your right to verify authenticity. We believe you'll enjoy meeting other people who think like you.