Firetrap

Firetrap Clothing

With a logo incorporating the words “deadly denim and twisted thoughts”, you may get the idea that this is a really different line of apparel, and that’s what the designers have in mind.  The British company Firetrap was founded in 1993 by a group of free thinkers whose fashion jeans wear line was aimed mostly at urban consumers.  The company is now international, with branches in more than 30 countries and five stand-alone stores in the U.K. alone.

In 2004 the promoters came up with “Deadly”, an evil gnome who carried the Firetrap name into even more prominence and quickly became a collector’s item.  The concept (or concepts) behind the Firetrap line of jeans and accessories is based on the attention-getting qualities of the products and the fashion statements they make.  Though the line of jeans wear is the basic standby, the company is constantly updating and reinventing to keep ahead of current trends.

Another of Firetrap’s innovations is Firetrap Sessions, a “musical outreach” entity performing at various store openings and events, featuring such groups as Futureheads and the Duke Spirit among many others.  The popularity of Firetrap Sessions events is a national phenomenon in the U.K. and has attracted multitudes of new fans and, not incidentally, customers.

Whether the trends are towards ultra-deluxe or rockabilly, Firetrap stays right out front with their lines of men’s and women’s wear, the denim collection and accessories, a new line of dresses and a wide range of footwear.  The apparel lines are both striking and appealing to a wide range of tastes and personalities, but one description of the Firetrap line is “a strong collection for confident men and women”.  That’s apparently a pretty good summation of the company’s vision and goals, as the Firetrap line expands throughout the international scene.