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.