What a journey it’s been — and I’m excited to finally share this with you.

In 2024, I left my job selling cars to chase something I’ve always been passionate about — photography and cars. The only trouble was, I had never taken a photo with something other than the phone in my pocket. Nevertheless, I bought my first camera but I still had no idea where to start. That wasn’t until I happened to drive past a gentleman cleaning his beloved black Ferrari California, his name I now know, Ben. I couldn’t tell you how scared I was… but I parked up, turned on my camera, and got out of the car. The rest is history.

Since then, I’ve built a community around the stories, photos, and moments that make car culture special. But while doing all this, one thing kept sticking with me:

How can I bring that feeling of luxury to everyone — not just through the content, but in something real?

That’s where IROMA came from — a car air freshener that actually looks good, smells extraordinary, and adds a little something to your drive.

The first V1 drop is out now. And we are very limited with stock. Get yours now and join us on the journey, and thank you for being a part of this.