Nick is a fitting choice for the role, with his work and values closely aligning with the brand’s position as a disruptive force and a champion of the anti-status quo within the industry.
“ANTI is a brand that brings people together, initiating positive change in the industry and in the world… Having known Nick for a long time, I have always wanted to work with him and ANTI presented the perfect opportunity. Nick has worked across all aspects of hairdressing and at the highest level and has a unique and incredible ability to merge both the creative and the business of hair as a true visionary. He is ANTI to his core and we share the same personal and professional values, which for a role like Global Creative Director is paramount,” said Francesco about Nick’s appointment.
Nick’s appointment will see him foster the business and creative foundations of the ANTI brand globally, drawing from his significant industry experience working with top-tier brands like TONI&GUY and TIGI as well as photographers like RANKIN.
“I’ve been waiting my whole career for a brand like this. Every element comes from my aesthetic as a hairstylist, and on a personal level. It’s time for change in the industry and in the world – ANTI is at the heart of that,” Nick said.
ANTI is centred around a desire to empower consumers to celebrate their individuality; with a focus on inclusion, acceptance, love, growth and collaboration. The brand was grown from the culture and vibe of New York City, where Francesco now resides. The range consists of gender-neutral, high-performance products that are free from unnecessary additives.
There’s a Styling Spray (for the ultimate style foundation), Texture Spray (for supreme levels of lasting texture) Everything Spray (for a complete hair priming and leave-in conditioning result), Shine Spray (for an intense flyaway smoothing infusion of natural oils), Finishing Cream (to add moisture shine and control) and Crèam Clay for texture, definition and hold.
All products are free from silicones and instead harness the power of natural oils like avocado, coconut, macadamia; as well as almond, Baobab and quinoa proteins.
The brand is forthright about its objectives to embrace and leverage its salon partners in its activities and to break down barriers between professionals and consumers.