Established in Britain in 1991 this premium clothing brand have a large presence on the high street. Originally specialising in menswear, their t-shirts and jeans became hugely popular during the 1990's. Firetrap eventually branched out into womenswear, childrenswear and accessories. This international brand is sold in more than 30 countries and can be bought in over 1,500 stores worldwide. They have established only 8 stand alone stores worldwide with a flagship store in London's Covent Garden. The brand also have their own mascot in the form of a slightly disturbed gnome called Deadly. It sparked its own clothing line with accessories, and quickly became a collectors item. The brand target the youth market stocking fashionable printed t-shirts, on trend jeans and a range of dresses and casual wear for women. Firetrap are known for offering designer high street looks at affordable prices and can be found in many high street shops and department stores.