Ferutdin Zakirov was born in 1967 in Taškent into an important Ubek family of politicians and academics. He soon distanced himself from his father’s footsteps to follow his innate passion for fashion. The artistic atmosphere he breathed from a very early age led him, at the beginning of the 1990s, to open the first multi-brand boutique Europa Exclusive in his native city; dedicated to the most important menswear brands, it was followed by a store in Moscow. This innate passion for beautiful and well-made clothes led Zakirov to develop his own personal concept of male elegance and in 2010 to launch his first own-brand shop dedicated exclusively to menswear in Taškent. Towards the end of the 1990s he took an important step, with the market launch of Feru (a luxury brand) and Ferublu (a premium brand), two brands with which the eclectic entrepreneur brought the beauty of Italian tailoring to Russia, Uzbekistan and Kazakhstan through a retail network which progressed until 2014, the year which saw the conclusion of this experience. Now is the moment for a new adventure in style: Ferutdin Zakirov is no longer solely a name and surname. It has become a symbol of luxury with a recognisably unique and well-defined identity.