Firetrap is a British clothing company, founded in 1991[1], specialising in premium menswear and accessories. It is the main brand within the WDT company (World Design and Trade), which also owns its sister brand Fullcircle along with previous brands SC51 and Sonnetti.
Firetrap is firmly established internationally and is sold in more than 30 countries[2] and 1,500 stores worldwide. There are eight stand-alone stores in the UK: a Covent Garden store in London and others in Belfast, Liverpool, Leeds, Edinburgh Westfield, Sheffield & Nottingham (2010)[3]. The brand is a key player worldwide with a new store in Dubai and concessions throughout Europe including Italy, Germany and France.
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Firetrap Sessions, a long-standing series of gigs, celebrated new music in underground venues across the country and saw bands such as Futureheads and the Duke Spirit reach out to a new audience.
In 2004 Deadly was born – a macabre gnome, used in Firetrap promotions, which quickly became a collector’s item. In 2008 a series of Deadly's were vandalised by underground artists in conjunction with zeitgeist busting fashion magazine Super Super. The results were exhibited at a party during London Fashion Week. Created for Firetrap by creative agency Dry UK Ltd to personify the brand’s twisted personality and surreal humour. Being 12” of pure ceramic darkness he’s often involved in mischievous guerrilla stunts across Europe, Russia, Canada and Australia. Every season since his creation in 2004 Deadly has featured as part of the marketing, as well as seasonal ceramic Deadlys, sporadic limited edition Deadlys, Deadly online games, Deadly vinyl toys, Deadly guerrilla stunts and Deadly viral films.
In 2009 Firetrap announced via its official website that Deadly the Gnome would return in 2010. Deadly is still in use as the official Firetrap Mascot (2011)[4]
Created for Firetrap by creative agency Dry UK Ltd to personify the brand’s twisted personality and surreal humour. Being 12” of pure ceramic darkness he’s often involved in mischievous guerrilla stunts across Europe, Russia, Canada and Australia. Every season since his creation in 2004 Deadly has featured as part of the marketing.