Firetrap clothing and denim has been doing the British premium jeanswear scene proud since 1993. Released into the fashion world at a time when pop music, lads mags and terrace fashion were the big things to be into the brand has grown in size and reputation, and are even in the process of branching out past Europe into the USA. The recent growth has to be put down to the remarketing that the brand received in 2009. When the collections and advertising needed a freshening up Firetrap released their 'Londonism' concept which sees influences taken from modern industrial utilities in London, but also a certain Rock and Roll lifetyle and attitude. With this influence comes a certain style with military and industry featuring heavily. Firetrap's military jacket was one of the best sellers last year, while the industrial styled worker jeans and overshirts are set to prove consistently popular over the next couple of seasons at least. Seasonal clothing brings a certain change in thickness and style with Firetrap winter coats proving more and more popular every season alongside the current trend in the quilted jacket. The seasonal approach also benefits the bargain hunters, with Firetrap coats and jackets on sale twice a year, meaning discounted outerwear.