DUTCH DESIGN - MADE BY MUM, FOR MUM
2004 - DESIGN FROM NEW YORK TO AMSTERDAM
Don’t tell mum is based in Amsterdam (The Netherlands) where Marloes Nabben founded a graphic design studio (www.studiodonttellmum.nl)
in 2004 after working at several agencies in New York and Amsterdam. Specializing over the years in concept, design and interior solutions
for a diversity of brands with special interest in hospitality concepts for hotels and restaurants.
2010 - AWARD WINNING DUTCHDRESS PLACES WOMEN IN SPOTLIGHT AT WORLDCUP SOCCER MATCHES
In 2010 mum reached one of her milestones with the well-known and design awards winning Bavaria DutchDress. The impact
the DutchDress of the first soccer premium putting the woman on a pedestal created a enormous success for a relatively small
Dutch beer brand worldwide. Mostly the fun and unity this soccer World cup premium brought to people worldwide had never
been seen before and is still being used in business cases.
Originally, the DutchDress was developed as an answer to one of the challenges women face daily: what to wear? And in specific,
when going to watch a soccer World cup match? Solving this challenge for women and the joy not only they but also men got from
it as a result, grew Marloes’s interest in facing daily common challenges and the quest for answers.
2010 – BOOMMM…. MELLE IS BORN
During the high-rise of the DutchDress episode, she was pregnant with her first child. Both her and her partner unaware of the daily
challenges they would be facing as young, working parents with 2 own businesses. Raising their son and staying happy, relaxed and
inspired as individuals and a couple at the same time. Because happy parents have happy kids after all.
The constant need of parents to find the answers to challenges regarding the growing-, sleeping-, eating-, dressing-, playing-, listening-
or any other kind of child behaviour can take a lot out of them. And ones you grow as a parent, you discover that your family is actually
going through a process which is universally written and makes no exceptions. Bless Google to be available day and night for some insights
placed online by others. But what Google doesn’t do is offer the consolation by telling you that you’re not alone and that you too are
doing an awesome job as it is.
2013 – BOOMMM BOOMMM….1 + 1 = 3 YARA IS BORN
With the arrival of her daughter, the daily challenges weren’t less just because of having that first experience.
Since every child is unique and a new addition to the family leads to new challenges on top of the existing ones. Marloes started to
observe the interplay taking place between her children and themselves while living daily life. The realization of ‘happy parents have
happy kids and vice versa’ grew even stronger and became more and more of a primary need.
And so Marloes started to develop product ideas for children and parents to play with these daily challenges in their family life.
To fill their house with recognition, inspiration & most of all fun. And a good dose of self-irony with an encouraging message from time to time…
2015 – LAUNCH DON'T TELL MUM AS THE WORLDS FIRST KIDS ACCESSORY BRAND ADDRESSING DAILY CHALLENGES
OF RAISING CHILDREN
True to her name, she relaunched DTM in 2015 as a graphic led kids accessory brand runned by herself and her family. With a mission to
make European parents the happiest parents in the world. By offering products inspiring them in a humorous way to turn their daily challenges
as a family into joyful moments. Enriching their lives and their young ones.
Inspired daily by her own challenges while raising her children, mum and her team work passionately to create functional and fun products for
children and their parents to enjoy happy lives. With a focus on life & humour. No long term strategy at base of creation: all ideas come straight
from mum’s heart and a personal love for answers and happiness. Always inspired by her own experience as a mother in mind. Or as mum likes
to say, ‘inspiration to kick ass in parenthood’.
Each product is born with a distinctive graphic signature, a family can have fun with, laugh about, learn from or feel comforted by. Making mum’s
collection personal and meaningful to children and parents all over the world. Bringing joyful moments into their lives.
Mum’s core values are creativity, pure, passion and sense of humour.
DON’T TELL MUM