Trapstar is a London based fashion brand where it's creators started life printing t-shirts with there own designs to be worn for their own personal collection. These designs were so in demand that people would threaten to bootleg them, almost giving Trapstar a reason to start up as a business. Their designs are seen as dark and almost grunge in style, with an urban "grimy" touch. Initially Trapstar items were sold in small number to keep its exclusive and underground edge. They still keep to this business model but have recently signed up to Rocawear; Jay-Z's fashion house. Celebrities such as Jay-Z and Rihanna have been big followers of the brand.