Firetrap

One of the most recognisable names in British denim and fashion over the last 20 years has been lifestyle brand Firetrap. Originally founded in 1993 Firetrap quickly became a household name in young fashion with Firetrap Jeans and Firetrap Clothing finding their way into the wardrobes of many with a fresh, edgier approach to design than that of many brands in the mid to late 90s.

Firetrap decided in 2009 to refocus its message, and returned to its roots by drawing on London as its main influence for culture and style, using British designers to deliver their vision.