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Firetrap logo.png
Firetrap logo
Product typeFashion clothing and accessories
OwnerMike Ashley
CountryUnited Kingdom
Introduced1993 (1993)

Firetrap is a British clothing company, founded in 1993,[1] specialising in menswear and accessories. It was the main brand within the WDT company (World Design and Trade), which also owned its sister brand Fullcircle along with previous brands SC51 and Sonnetti.

Firetrap's distinctive edgy design inspirations saw it achieve rapid growth in international markets from 2006 - 2008 under the leadership of MD John Gorman, before being sold to Sports Direct.

Now owned by Mike Ashley, Firetrap has become part of the Sports Direct group of global brands such as Slazenger, Gelert and Kangol, among many others.


  1. ^ "Firetrap - About Us". Firetrap. Retrieved 2016-07-14. About Firetrap

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