Firetrap: Brand History
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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.
With more projects on the way from the likes of Dazed Digital and i-D magazine, as well as a suitably unconventional role in London Fashion Week – alongside the very best fashion around to keep up to date at:
