Leather fire helmets are being rebranded to sell in the US and Britain as part of a wider push to sell them abroad.
The UK-based company, called Leather Fire, has teamed up with American footwear giant, Timberland, to launch the new product in the country.
“In the UK, we have a great opportunity to bring these new fire helmets and fire safety equipment to the marketplace,” said Richard Beeson, chief executive of Leather Fire.
Leather Fire is currently working with brands including Timberland and ASOS to develop new products, with the aim of selling the new products to consumers in the coming months.
“This is a great first step for Leather Fire and its team to bring its iconic brand and brand ambassadors to the US, where they will continue to promote leather fire safety and firefighting equipment for consumers in our industry,” he said.
The UK, which is home to around 70,000 fire-related deaths per year, has seen a spike in the number of people killed by fire.
Fire safety experts are urging people to be cautious around the blaze.
“There is a huge amount of smoke around this fire and there are many people who are still unaccounted for.
We’re hoping for the best for those affected,” said Professor Simon Williams from Nottingham Trent University.
He said the UK government should consider whether the fire regulations in the area were the best way to address the problem.
More to come.