Firetrap

Firetrap has become a house-hold name with fashionistas and indie kids who like their clothing to be that little bit more edgy, unique and with a perfectly glam grunge appeal. Founded in 2003, Firetrap began as a lifestyle brand that has grasped and championed the edgier elements of dressing and the maverick spirit of British culture.

Born into an era of Brit-pop, lad’s Mags and terrace fashion, Firetrap re-evaluate the brand’s public perception, its future direction, style and message - their DNA. Firetrap felt that 2009 was the time for brand integrity and innovation and so with confidence to define their own unique future direction ‘Londonism’ was born. Firetrap decided that with every definitive contemporary style, trend and youth culture born in the cities of London, Paris, New York and Tokyo they would capitalise on their creative birthplace - London.

Designed in London by British designers Firetrap is a mirror of London style, culture and attitude taking inspiration from the diverse sights, sounds and flavours that define London life. Firetrap’s DNA reflected this shift in brand identity showcasing Firetrap’s experimental, progressive and gritty attitude infused with London’s legendary subversive wit and rebellious rock ‘n’ roll spirit.

Firetrap’s philosophy demonstrates a progressive, forward- thinking British spirit and dark, rebellious attitude.