Back in 1993 the British clothing scene was fairly bare, with top designers moving in from Europe, the designers at Firetrap spotted an opening in the market and began to design and retail their own premium denim and clothing ranges. At the time the UK was interested in pop music, lads mags and terrace fashions and in the following years the UK began to adopt Firetraps slightly different designs and styles and the mens clothing brand began to grow in both reputation and size. Each season was seeing more and more clothing made available, with Firetrap jumpers and zip tops proving a popular selection within the autumn and winter ranges. As the collections grew hoodies, cardigans and knitwear were added to the ranges, with the jumpers carrying a slight smart casual feel to them, while the hooded jumpers and track tops give a distinct casual, streetwear feel to them. The new collections available are all from the 2009 revamped 'Londonism' style, which draws inspiration from youth cultures, modern industry and a certain rock and roll attitude. This change in direction has seen Firetrap enjoy a really successful spell within the mens clothing and denim world, and have broken into the top ten brands, so the future is looking really bright for the British brand.