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Firetrap for FIT GUYS

Firetrap guys clothing enoy challenging modern conceptions of style. Their ethos of 'Future Classics' strikes a chord on many levels, raising the guys fashion label to cult status and can only be considered an innovative clothing range.Firetrap have a full range of tops, t-shirts, jeans, trousers, jackets and other items and accessories.

Firetrap History

Firetrap is a British clothing company, founded in 1993, specialising in premium jeanswear brand.

Firetrap is firmly established internationally and is sold in more than 30 countries and 1,500 doors worldwide. There are five stand-alone stores in the UK: a Covent Garden store in London and others in Belfast, Liverpool, Leeds and Edinburgh. The brand is a key player worldwide with a new store in Dubai and concessions throughout Europe including Italy, Germany and France.

Firetrap Sessions, a long-standing series of gigs, celebrated new music in underground venues across the country and saw bands such as Futureheads and the Duke Spirit reach out to a new audience.

In 2004 Deadly was born – a macabre gnome, used in Firetrap promotions, who quickly became a collector’s item. In 2008 a series of Deadly’s were vandalised by underground artists in conjunction with zeitgeist busting fashion magazine Super Super. The results were exhibited at a party during London Fashion Week.

In 2009 Firetrap has announced via its offical website that Deadly the Gnome will return in 2010!

Firetrap Denim Jeans Section:

Having launched in 1993, Firetrap has forged a potent history of events and campaigns. Firetrap is a premium fashion jeanswear brand whose values are inspired by the free thinkers and individuals of urban environments. Having launched in 1993, Firetrap has forged a potent history of events and campaigns, and this combined with continual reinvention sees the brand's potential realised. Firetrap has developed a strong collection for confident men and women consisting of four ranges: Menswear, Womenswear, Firetrap Black Seal - the Denim Collection and Accessories. Firetrap Footwear is also produced and sold under license by Fresh Footwear.

Launched in 1993, Firetrap is a premium jeanswear brand that has forged a potent history of events and campaigns. With continual reinvention, Firetrap has developed a strong brand with four ranges: Menswear,Womenswear,Black Seal-the Denim Collection and Accessories. Firetrap Footwear is also produced and sold under license by Fresh Footwear. The Firetrap flagship store opened in London in September 2004 followed shortly afterwards by the opening of the Leeds branch in November 2004.

Trend-wise Firetrap’s been highly influenced by a variety of looks for next summer, lux hedonism meets colonial safari with a little rockabilly thrown in and a high roller or two for luck! Jeanswear remains their focus and the bestsellers will be their old faithful styles that have carried through and really become the heart-beat of the brand.

The introduction of Firetrap's mascot Deadly the gnome has seen Firetrap’s Twisted Thoughts reach far and wide. The new deadly was launched and used across the UK in guerrilla campaigns. Deadly is now selling on eBay for up to £50 a time.

Firetrap is a premium fashion jeanswear brand whose values are inspired by the free thinkers and individuals of urban environments. Having launched in 1993, Firetrap has forged a potent history of events and campaigns, and this combined with continual reinvention sees the brand's potential realised.

Firetrap has developed a strong collection for confident men and women consisting of four ranges: Menswear, Womenswear, Firetrap Black Seal - the Denim Collection and Accessories. Firetrap Footwear is also produced and sold under license by Fresh Footwear.

Founded in 1993 Firetrap has always championed the edgier elements of dressing. 2009 saw Firetrap take a long hard look at their style and message – their DNA. Born into an era of brit-pop, lad’s mags and terrace fashion, Firetrap felt that it was time to re-evaluate what the brand stands for, it’s public perception and it’s future direction, they knew that now was the time for brand integrity and innovation with confidence to define their own unique future direction.

With London, Paris, New York and Tokyo being the birthplaces of pretty much every contemporary style, trend and youth culture Firetrap will captilalise on the fact that the brand is designed in London by British designers - Firetrap is defined by the London look and attitude, it is a mirror to London style and culture – Firetrap is London and London- ism is the future. Taking inspiration from all the sights, sounds and flavours of London life, Firetrap’s time is the night-time, they are grabbing hold of the legendary subversive wit and rebellious spirit associated with the city and making it their own.

Having firmly established itself internationally, the brand is sold in more than 1,500 doors worldwide in over 30 countries. There are five stand-alone stores in the UK alone, including a flagship store in Covent Garden. Away from the UK the brand is a key player worldwide with a store in Dubai and concessions throughout Italy. 2009 has seen huge expansion within the UK market as well as on an International level.

The brand has always communicated with their consumer. More now than ever; they consistently champion new music in underground venues - perfectly illustrated by their title Sponsorship of the Stag & Dagger festival and their endorsement for up-and-coming artists. The brand will also be heavily involved with the one-and-only Bestival during Summer 2009 – more information to follow.

Having been away for the past year or so, 2010 will see the re-emergence of the inimitable “Deadly” – Firetrap’s ultra collectable mascot. The evil Gnome has some crazy projects up his sleeve so be sure to watch this space – keep up to date with his antics at Firetrap’s new brand site, launching August 2009.