Founded in 1993, Firetrap is known for capturing the zeitgeist of UK style and culture while projecting the essence and attitude of its London heritage. This DNA acts as a springboard for Firetrap’s bold design statements and experimentation, pushing the boundaries of mainstream consumer fashion and retail. The brand is firmly established in over 1,700 retailers worldwide, and has 8 standalone stores throughout the UK. Firetrap's mission is to channel a mirror reflection of London's unique style and attitude, while creating a global identity and brand image that blends modern industrial with a rock n roll spirit.  For Spring /Summer 2011 Firetrap once again explores its London DNA and draws influence from the brands continued play on modernist utility mixed with directional mainstream fashion. Workwear undertones are transformed into intricate embellishments and detailing, while superior fabrication and treatments are highlighted through Firetraps worn and used wash techniques. Tempered tones sit in contrast to chambray mixes and combine with Firetraps Rock & Roll inspirations to create a collection that offers a more sophisticated and enforced sensibility.