In the ever-evolving landscape of streetwear, few brands have managed to capture the essence of urban culture as profoundly as Trapstar London. Founded in 2005 by three childhood friends—Mikey, Lee, and Will—Trapstar emerged from the vibrant streets of West London, blending elements of hip-hop, grime, and underground fashion into a distinctive brand that resonates globally.
The Genesis of Trapstar London
Early Beginnings
The trio’s journey began with a shared passion for fashion and music. Influenced by the late ’90s house and garage scenes, they started customizing t-shirts to outdo one another, injecting a sense of individuality into their garments. Their unique designs quickly garnered attention in their local area, leading to threats of bootlegging their creations. This prompted them to consider selling their bespoke pieces, marking the inception of Trapstar.
The Birth of the Brand Name
A pivotal moment in the brand’s evolution occurred during a conversation with Lee’s stepfather, who referred to them as “hood celebrities trapped in the system.” Mikey responded, “There’s a star trapped in all of us,” coining the name Trapstar. This exchange encapsulated the brand’s ethos: celebrating individuality and self-expression within the constraints of societal expectations.
The “It’s a Secret” Slogan: A Symbol of Exclusivity
Crafting an Enigmatic Identity
From its inception, Trapstar embraced an air of mystery. In an era before the dominance of social media platforms like Instagram, the founders utilized MySpace to promote their designs. Purchases were made through direct messages or texts to the brand’s “trap phone,” with transactions arranged at secret locations, often in pizza boxes, telephone kiosks, or car boots. This clandestine approach not only piqued curiosity but also fostered a sense of exclusivity among their growing community.
The Power of the Slogan
The phrase “It’s a Secret” became synonymous with the brand’s identity. It wasn’t just a marketing tool; it was a reflection of their commitment to authenticity and rebellion against mainstream fashion norms. By withholding information and limiting access, Trapstar cultivated a loyal following that valued the brand’s authenticity and underground roots.
Trapstar’s Rise to Global Prominence
Grassroots Marketing and Cultural Integration
Trapstar’s ascent wasn’t propelled by traditional advertising but by grassroots marketing strategies. Collaborations with local artists, musicians, and influencers played a pivotal role in its cultural integration. Artists like Stormzy, Central Cee, and Skepta became not just fans but ambassadors of the brand, further embedding Trapstar into the fabric of UK street culture.
Celebrity Endorsements and International Recognition
As Trapstar’s influence grew, it caught the attention of international celebrities. Icons such as Rihanna, Jay-Z, and A$AP Rocky were spotted wearing the brand, propelling it onto the global stage. These endorsements validated Trapstar’s unique blend of street credibility and high-fashion appeal, attracting a diverse audience worldwide.
The Enduring Legacy of “It’s a Secret”
A Symbol of Rebellion and Authenticity
In 2025, the slogan “It’s a Secret” continues to resonate with fashion enthusiasts and cultural aficionados. It represents more than just a brand; it signifies a lifestyle that values authenticity, mystery, and a rejection of mainstream conventions. The phrase has become synonymous with a community that understands the nuances of urban culture and the importance of staying true to oneself.
Limited Edition Drops and Cultural Relevance
Trapstar’s strategy of releasing limited-edition collections has ensured that the brand remains relevant in the ever-evolving fashion landscape. Each drop is a nod to its roots, often featuring the iconic “It’s a Secret” slogan. These exclusive releases generate anticipation and maintain the brand’s allure, ensuring that it remains a coveted label among streetwear aficionados.
From Underground to Global Icon
Grassroots Marketing and Cultural Integration
Trapstar’s rise to prominence wasn’t fueled by traditional advertising. Instead, it leveraged grassroots marketing strategies, including collaborations with local artists, musicians, and influencers. The brand’s deep ties to London’s grime and hip-hop scenes played a pivotal role in its cultural integration. Artists like Stormzy, Central Cee, and Skepta became not just fans but ambassadors of the brand, further embedding Trapstar into the fabric of UK street culture .
Celebrity Endorsements and International Recognition
As Trapstar’s influence grew, it caught the attention of international celebrities. Icons such as Rihanna, Jay-Z, and A$AP Rocky were spotted wearing the brand, propelling it onto the global stage. These endorsements validated Trapstar’s unique blend of street credibility and high-fashion appeal, attracting a diverse audience worldwide .
The Enduring Legacy of “It’s a Secret”
A Symbol of Rebellion and Authenticity
In 2025, the slogan “It’s a Secret” continues to resonate with fashion enthusiasts and cultural aficionados. It represents more than just a brand; it signifies a lifestyle that values authenticity, mystery, and a rejection of mainstream conventions. The phrase has become synonymous with a community that understands the nuances of urban culture and the importance of staying true to oneself.
Limited Edition Drops and Cultural Relevance
Trapstar’s strategy of releasing limited-edition collections has ensured that the brand remains relevant in the ever-evolving fashion landscape. Each drop is a nod to its roots, often featuring the iconic “It’s a Secret” slogan. These exclusive releases generate anticipation and maintain the brand’s allure, ensuring that it remains a coveted label among streetwear aficionados.
Conclusion
The Trapstar “It’s a Secret” movement is a testament to the power of authenticity, community, and cultural resonance. Founded by Mikey, Lee, and Will, the brand has evolved from a grassroots project into a global icon. Through their vision and commitment to staying true to their roots, they’ve created more than just a fashion label—they’ve established a legacy that continues to inspire and influence the world of streetwear.
FAQs
Q: Who are the founders of Trapstar London?
A: Trapstar London was founded by Mikey, Lee, and Will, three childhood friends from West London.
Q: What does the slogan “It’s a Secret” mean?
A: The slogan embodies the brand’s commitment to exclusivity and authenticity, keeping its creations within an insider community.
Q: How did Trapstar gain international recognition?
A: Through grassroots marketing, collaborations with local artists, and endorsements from international celebrities, Trapstar expanded its reach globally.
Q: Why is “It’s a Secret” still relevant in 2025?
A: The slogan continues to resonate due to its association with authenticity, rebellion, and a deep connection to urban culture.
