DON’T LABEL THIS
A BRIT-BORN ONLINE POWERHOUSE PLANS TO DISRUPT FASHION IN L.A.
A Brit-born online powerhouse plans to disrupt fashion in LA.
Not Just a Label’s founder and CEO, Stefan Siegel, is a fashionista for the future. The Tyrol-born online style impresario is bringing his pioneering fashion label from East London west to LA. With a bang. “The US is now the strongest market for NJAL, and establishing a permanent presence within the American fashion system was a clear next step,” says Siegel.
The 38-year-old knows a thing or two about global business. Founded in 2008, NJAL today represents more than 24,000 emerging designers from the UK and Ukraine to Uruguay and the UAE. Not to mention the USA. Fostering future fashion superstars by helping them gain exposure and finance their progression independently, Siegel’s brainchild already has a red-carpet following of celebrities and tastemakers who seek out the latest designers and trends that can’t be found anywhere else.
Here in LA, which has an unmatched manufacturing legacy and a forward-thinking fashion buyer, even the Mayor sees the boon. “Not Just a Label will play an important role in the effort to shift from fast fashion to sustainability,” says Mayor Eric Garcetti. “It will be an excellent destination for people to experience fashion and its impact.” Of the growing number of talented homegrown Angeleno designers in NJAL’s cutting-edge style stable, four of the most fashionforward from the company’s “Black Sheep” collection are red-carpetready-to-go this spring: Breelayne Carter, Olya Kosterina, Phlemuns (aka James Flemons), and Valerj Pobega. Lights, camera… fashion!
“NOT JUST A LABEL WILL PLAY AN IMPORTANT ROLE IN THE EFFORT TO SHIFT FROM FAST FASHION TO SUSTAINABILITY.”
—mayor eric garcetti Not Just a Label founder and CEO Stefan Siegel, photographed in West Hollywood at the Chateau Marmont.