The original Firefighters Calendar was launched in 1996 by 15 serving firefighters from Essex to raise money for the Firefighters’ Benevolent Fund, now renamed The Firefighters Charity.
More than 24,000 calendars were sold in the first year and greetings cards, T-shirts, posters and additional products were quickly developed.
One of the original models, James Lloyd Roberts, who is still a serving fireman, is now official photographer and an ambassador at charitable events.
Jarrold Calendars, now Carousel Calendars, acquired the brand in 2001 and sales reached 70,000 a year for the next four years.
These are now the UK’s best-loved and best-selling male/charity calendars – the one millionth calendar was sold in 2010.
The calendar and diary were completely rebranded for 2010, but still unique, featuring real serving firemen, these products are dedicated to raising money for the Firefighters Charity.
The logo for the calendars and diary was designed to reflect the eight GOLD (Gallantry Observation Loyalty Dexterity) Step’s every serving firefighter endeavors to comply with: tact, gallantry, dexterity, observation, perseverance, loyalty, explicitness and sympathy.