The Firetrap brand is synonymous with edgy, jeans and urban wear for men , women and kids. And, of course, the brand’s infamous ‘Deadly Gnomes’.

The brand owners came to Brandnation with a brief to re-launch the brand’s jeanswear ranges and keep them relevant to a new generation of wearers amongst a market background of increasing competition. With a range name like Deadly Denim we just had to resurrect the iconic Deadly Gnomes, that had fallen out of use, as well as create a super-scary launch event around the range and as timing would have it – this coincided with Halloween! No excuse to party needed.


Our brief for the relaunch included filming and editing launch video material go out on TV, YouTube and to be played in-store as well as getting London’s fashion media and influencers out in force to celebrate the new range with a special live music, Halloween themed launch event in London Fields. The video material shot featured models being possessed by the spirit of the brand’s Deadly Gnomes and was filmed in a real haunted house in East London!

The result? A huge rise in on-line sales, blanket media coverage in the tabloids, and quality music and lifestyle media – plus plenty of online product placement.

Launch Power

Brandnation are brand and product launch specialists, ensuring the most creative of plans are executed with plenty of ‘wows’ without any hitches. Whether it’s an event catering for ten or ten thousand we have the experience and knowhow to make it happen and get the all-important media present and engaged. Check out some of our PR case studies here or get in touch direct to discuss a brief

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