Firetrap is a British clothing company, founded in 1991, 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 and 1,500 stores worldwide. There are eight stand-alone stores in the UK: a Covent Garden

Covent Garden

Covent Garden is a district in London on the eastern fringes of the West End, between St. Martin's Lane and Drury Lane. It is associated with the former fruit and vegetable market in the central square, now a popular shopping and tourist site, and the Royal Opera House, which is also known as...

 store in London

London

London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...

 and others in Belfast

Belfast

Belfast is the capital of and largest city in Northern Ireland. By population, it is the 14th biggest city in the United Kingdom and second biggest on the island of Ireland . It is the seat of the devolved government and legislative Northern Ireland Assembly...

, Liverpool

Liverpool

Liverpool is a city and metropolitan borough of Merseyside, England, along the eastern side of the Mersey Estuary. It was founded as a borough in 1207 and was granted city status in 1880...

, Leeds

Leeds

Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...

, Edinburgh

Edinburgh

Edinburgh is the capital city of Scotland, the second largest city in Scotland, and the eighth most populous in the United Kingdom. The City of Edinburgh Council governs one of Scotland's 32 local government council areas. The council area includes urban Edinburgh and a rural area...

 Westfield

Westfield

-Places:Australia:*Westfield, Western AustraliaCanada:*Grand Bay-Westfield, New Brunswick*Westfield, Nova ScotiaEngland*Westfield, East Sussex*Westfield, North Yorkshire*Westfield, Somerset*Westfield, Woking, SurreyNew Zealand:*Westfield, New Zealand...

, Sheffield

Sheffield

Sheffield is a city and metropolitan borough of South Yorkshire, England. Its name derives from the River Sheaf, which runs through the city. Historically a part of the West Riding of Yorkshire, and with some of its southern suburbs annexed from Derbyshire, the city has grown from its largely...

 & Nottingham

Nottingham

Nottingham is a city and unitary authority in the East Midlands of England. It is located in the ceremonial county of Nottinghamshire and represents one of eight members of the English Core Cities Group...

 (2010). The brand is a key player worldwide with a new store in Dubai

Dubai

Dubai is a city and emirate in the United Arab Emirates . The emirate is located south of the Persian Gulf on the Arabian Peninsula and has the largest population with the second-largest land territory by area of all the emirates, after Abu Dhabi...

 and concessions throughout Europe including Italy

Italy

Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...

, Germany

Germany

Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...

 and France

France

The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...

.

Firetrap Sessions

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.

Mascot

In 2004 Deadly

Deadly

Deadly may refer to:* Deadly , a children's book by Morris Gleitzman and Paul Jennings* Deadly , an Australian children's television cartoon series* Karla, a 2006 American motion picture originally titled 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)