Firetrap was founded in 1993 – a brand that was anti-bureaucratic and unconventional – “Edgy”, “Dangerous”, “Individual”, “English” and “Uncompromising” were used to describe this 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 – 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.
Photographer: Zsolt Istvan Posta
Images courtesy of RetailDesignBlog