Firetrap will soon have a new managing director.

John Gorman, a veteran of Mars, Kraft and Swatch, will begin his job as the denim-driven brand's MD on Monday. Gorman is well-versed in consumer goods and export markets and has lived in UK, Switzerland and the Middle East.

Asbed Momdjian, the CEO of WDT, which owns the Firetrap brand, said of Gorman: "John is an international businessman with brand-building expertise in fashion-led consumer goods, a good manager that has his finger on the pulse of youth culture."