Firetrap was founded in 1993 as that was anti-bureaucratic and unconventional – edgy, dangerous, individual, British and uncompromising were used to describe the brand by its founder and the words are just as relevant to the label today almost 20 years later. Firetrap capitalises on the fact that the brand is designed in London by British designers, drawing inspiration from the London look and attitude, mirroring the London style and culture.

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