DON’T LA­BEL THIS

A BRIT-BORN ON­LINE POW­ER­HOUSE PLANS TO DIS­RUPT FASH­ION IN L.A.

Los Angeles Confidential - - Contents - BY SPENCER BECK

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.

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