Fragrance house

Firetrap

Firetrap is a British clothing label associated with London streetwear and the early-1990s fashion scene. In 2003, it was described as repositioning itself as a more fashion-conscious youth clothing brand; six years later, the brand publicly reassessed its style, message, brand DNA, public perception and future direction. Firetrap was a principal brand within World Design & Trade, whose founder was identified as Asbed Momdjian. Sports Direct International acquired the brand during 2011 and added it to its Brands division. Its official website presents Firetrap across men’s, women’s and kids’ clothing categories and lookbooks.