Tuesday, 20 July, 2004, 10:26 GMT 11:26 UK
Two firefighters killed in blaze

London Fire Brigade (LFB) said the men were among 50 officers called to the three-storey building in Bethnal Green Road, just before 0400 BST.

Two people were rescued from the roof during the fire, which is being treated as suspicious by police.

The firefighters got into difficulty in the lower part of the building where the fire was most severe.

They died soon after arriving at the Royal London Hospital in Whitechapel.

It's a very tragic day for us and it's one of the worst events to befall an organisation like us London Fire Brigade Assistant Commissioner Malcolm Kelly

Two members of the public were also taken to hospital and released after a routine check-up.

London Fire Brigade Assistant Commissioner Malcolm Kelly said that when firefighters arrived at the building they discovered a "serious" fire in the clothes shop and its basement.

He said all floors were smoke-logged and smoke was coming out of the windows.

The two firefighters had entered the building wearing breathing apparatus but colleagues had to rescue them, he said.

Fire's cause investigated

Mr Kelly said: "It's a very tragic day for us and it's one of the worst events to befall an organisation like us.

"A lot of my colleagues are very upset and distressed at the moment and we're doing everything possible to help them come through the next few days."

LFB fire investigation officers and police are looking into the cause of the blaze.

The building has suffered some structural damage.

The area has been cordoned off and many shops in Bethnal Green Road are closed.