The Brand


I DON'T WANT IT started as a simple mind set.

If aspects of life do not meet the standards and goals that are set, then why should we stop pushing? It is more than just a joke about being picky; it's about not settling. Not settling for less than your dreams, not settling for negative energy, not settling for friends who don't support you in every aspect of your life.

This mentality started a movement on TikTok, an app powered by short form content creators and original, relatable comedy. Initially developed in relationship goals, "I don't want it" is now used daily by creators who aspire to achieve more than the ordinary.