DON’T is a concept. A mood.

Founded by Vanessa “Nes” Trifunovic, DON’T is shaped by a lineage of makers and storytellers. Nes grew up in a home where creativity was both inherited and practised: her grandmother’s dressmaking and hand-craft, her grandfather’s blacksmithing, and her mother bringing home Dior cosmetics from her warehouse job — early windows into luxury and high fashion. Heritage became her first classroom: learning the discipline of working with fabric, how to honour detail, and how to create with meaning.

Alongside fashion, Nes built a decade-long career as a DJ, and naturally the brand absorbs the world that shaped her — hip-hop, R&B, club culture, nightlife energy, and the philosophy that lives inside music. Even while DJing remained her main focus, she stayed loyal to her craft in fashion and design, building DON’T quietly in the background until it was ready to emerge.

DON’T exists in the space between those worlds.
A concept brand exploring duality: soft and sharp, masculine and feminine, precise and playful, quiet and disruptive. At its core, DON’T is an invitation to create without overthinking — to trust instinct, to leave room for imperfection, to let mood guide the medium.

The community around DON’T mirrors the ones Nes builds in her sets: people connected not by trends, but by energy, curiosity, and shared experience.