FIERO
FIERO’s Custom Clothing and Changing Urban Rituals in Bangladesh
What began as a modest idea in mid-2017—to provide home-service tailoring for people constrained by time—has, within eight and a half years, evolved into FIERO, a leading bespoke and made-to-measure clothing practice in Bangladesh. Rooted in Dhaka yet informed by global traditions of craftsmanship, FIERO reflects a quiet shift in how custom clothing is conceived, experienced, and delivered in the local context. To understand this shift, it is necessary to look back at the tailoring culture that shaped earlier generations. For decades, the ritual was familiar: men accompanying their fathers or uncles to fabric stores overflowing with rolls of cloth in every imaginable colour and quality—good, bad, and everything in between. One would select a fabric, have it cut, leave measurements behind, and depart. The process was largely transactional, often hurried, and rarely comfortable. Instead of functioning like a conventional store, the tailoring journey is reimagined as something closer to being hosted in a living room. Guests are encouraged to slow down, sit comfortably with a cup of tea, and engage in unhurried conversation about what they wish to make. Founder and Managing Partner Syed Easir Alam (Yasir) explains that this sense of hospitality is intentional. “We welcome our guests with tea when they enter. Then we sit together and discuss fabric options. Our store is not a display centre of fabrics,” he says. With globalisation and changing lifestyles, bespoke clothing gradually became repositioned as a more exclusive, almost privileged service. Yet demand persisted across social strata—from lower-middle to upper segments—particularly among professionals, corporate executives, and business leaders for whom clothing remains closely tied to identity and confidence. FIERO emerged at this intersection of inherited practice and contemporary expectation. While a few brands in Bangladesh now offer bespoke services, FIERO’s approach centres less on retail and more on process. Rather than racks and shelves, fabrics are curated through carefully organised swatch books. Sourced from different parts of the world, these materials offer a range of quality and variety rarely available locally. Today, the collection includes more than 10,000 fabric options. Displaying such a volume physically would be impractical, but through swatches, clients can compare textures, weights, and finishes—many of them high-end, super-fine fabrics not commonly found in Bangladesh. This working method directly influenced the spatial decisions behind FIERO’s flagship space on Gulshan Avenue. The previous location, less than half the size, was inadequate for hosting multiple guests comfortably. The new space was conceived not merely as a store, but as a place where time could be spent without pressure. Guests may book appointments or walk in, settle into the space, and look out over the city. The intention is clear: no rushing, no crowding—only a calm environment that feels closer to home than to retail. Once fabrics are selected, measurements are taken by an in-house tailor to maintain consistency and quality. Design decisions follow, guided by a comprehensive catalogue that brings together options across categories—from trousers and jackets to full suits. Rather than prescribing styles, the process encourages clients to participate actively, choosing details that align with their needs and lifestyles. The interior design reinforces this approach. “We needed a place that felt like home—spacious and breathable,” says Alam. The layout prioritises openness, uninterrupted sightlines, and abundant daylight. Visual connections between inside and outside are maintained, allowing the city to remain a constant backdrop. A small book corner acknowledges FIERO’s largely educated and corporate clientele, for whom reading and reflection are familiar parts of daily life. In an era when people are increasingly particular—even about sleepwear—custom clothing demands attention to detail and emotional comfort. FIERO recognises that good decisions are made in good moods, and that environment plays a crucial role in the making process. Designed by Kaleek Consultants, the interior balances functionality with warmth: a continuous open space, multiple lounge-like seating areas, fitting rooms, tailoring zones, and work areas, all unified by light, views, and calm. FIERO’s story is not only about clothing. It is about rethinking bespoke tailoring in Bangladesh as a process shaped by time, comfort, and thoughtful design as much as by craftsmanship—offering a grounded example of what “Made in Bangladesh” can signify today. Written By Sadia Tarannum
Read More