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Firetrap back in step with licensee 33 Joints

Young fashion brand Firetrap has re-signed distributor 33 Joints as its global footwear licensee, two years after terminating the partnership. 

33 Joints, formerly known as Fresh Footwear, held the licence to manufacture and distribute Firetrap footwear for eight years until it came to an end after autumn 10.

The licence was awarded to premium footwear manufacturer GMI USA from spring 11. However, following Firetrap’s acquisition by Sports Direct, GMI has been dropped as part of a widespread review of the business under the new owner.

It is understood the parent company was unhappy with the positioning of the brand under GMI.

Spring 13 will be the first collection with 33 Joints back at the helm, and it is planning to target several stockists that previously took the range.

Target stockists include branded footwear retailers Office and Schuh, department store chain House of Fraser and young fashion retailer USC.

“We are very excited to have Firetrap back on board,” said 33 Joints sales director Graeme Nichol. 

“We will work hard to get back the high-profile accounts that we sold to previously, both in the UK and internationally, and reinstate Firetrap’s position as a leader of its category.”

33 Joints is currently recruiting for a junior footwear designer/product developer to work on Firetrap footwear.

Other brands in 33 Joints’ footwear portfolio include Blowfish Malibu and Feud.

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