Issue #142

Stefan Siegel

Il Ribelle

Stefan Siegel, a native South Tyrolean grew up in in an area responsible for over 40% of all high-end luxury manufacturing, a setting where the ‘Made In Italy’ label is really being defined. Following his high school career at Venice’s prestigious military college, the Francesco Morosini Naval School, he kick-started a colorful career while studying Economics in Vienna, when he worked for prestigious design houses and advertising agencies in the fashion and media industry.
Followed by a successful modeling career, Stefan worked on five continents before achieving his MA in International Business Administration in 2004 at the Vienna University of Economics. After graduating he joined the world of finance, working for Ernst & Young and Sal. Oppenheim in Switzerland and finally the Merrill Lynch M&A Investment Banking group in New York and London, specializing in the Consumer & Retail sector. It was this experience that Stefan used to start NOT JUST A LABEL.

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What do you do in your life (work and fun)?

I am the Founder and CEO of “Not Just A Label”. That is my job, which is a lot of fun — but I also live in LA, which gives you the opportunity to surf, hike, ski and fly planes. Smile!

What made you leave Italy and chose Los Angeles?

I left Italy when I was 19. I finished my high school at a military college in Venice and then went on to discovering the world. There is so much to see, so no bad feelings about Italy but I get bored pretty quickly.

Please share your best memory in the City.

I think driving up and down Pacific Coast Highway never gets old. It puts a smile on my face and confirms I made the right decision to move here.

What made you choose this specific location and outfit?

I thought I’d choose a LA-based designer, Dr Collector, who uses up recycled materials to create new and interesting garments with denim.

Your thought about this project, ITALIANY.US

I think it is great to bring people with the same background together, see what they’ve done with their lives. At the same time it is also important that us Italians don’t stick together that much, we’re known for that.. Smile!

How would you describe being an ambassador of the Italian style/culture abroad?

Yesterday I made vegan quinoa pasta, any real Italian would have told me I am the worst ambassador — so let’s skip this question.

Aircraft kindly provided by Proteus Air Services

  • Santa Monica, CA


  • Time

    360 mins

  • Shots


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A visual celebration of Italians working, living and loving in NY and in the US