Firetrap is a clothing company. Formed in 1993, Firetrap has stores in London, Leeds, Liverpool , Milan, Berlin, Belfast and Moscow, with a new 6,000 sq ft (560 m2) flagship Firetrap store now open in Edinburghs Multrees Walk.

Firetrap is a premium, jeans wear driven brand, Firetrap’s principles are inspired by free thinking individuals of urban environments. Since being founded in 1993, Firetrap has forged a memorable history of events and campaigns, largely driven by its liveliness and passion, and ongoing ambition to re-invent the meaning of casual street wear.

In 2004 London based design agency Dry created the Firetrap icon, Deadly the Gnome. Firetraps logo is Twisted Denim and Deadly thoughts. Dry work on all Firetraps creative campaigns.