Firetrap is unlike the usual designer label – it doesn’t opt for high profile advertising, the Firetrap success is based on word-of-mouth recommendations – an underground trend that is a huge hit with the younger generations. Firetrap clothes are dark, moody and hip, the brand taps into the vibe on the street and has quickly made a name for itself as a trend-setting label for those with a more discerning, off-beat approach to fashion. The ladies fashion at Firetrap has more then a passing nod to catwalk trends, showing its finger is strongly on the fashion pulse.