Firetrap

Founded in 1993 Firetrap is a super sharp denim and lifestyle brand that has constantly 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 2009 saw 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.

Designed in London by British designers Firetrap celebrate their roots taking inspiration from the sights, sounds and flavours of London life. Firetrap’s time is the night time and their sinister attitude reflects London’s urban, edgy, sexy and subversive youth culture…