What is “DIE EGO”? A clothing brand? A record label? Well, these young people from Southeast San Diego refuse to be labeled as any of these titles. They are simply people who are interested in creating and will do so however they see fit. Their art takes form mainly in music and fashion. Chris, Daijon and Tyler all grew up with these common interests. They were three guys in the city, Tyler and Chris being cousins, that one day linked with each other to achieve their passions as a collective.

Last year, the trio officially released music under the name “DIE EGO” for the first time. Since then, they have developed their own at-home studio and workshop where they create all of their content: music, videos, clothing and a plethora of art upon different mediums. When asked what drives them to move forward with their passions, the team responded by sharing their obsession with the concept of self expression and art being its vehicle.

We asked DIE EGO straight up…what are you all “un-associated” with? Their response: Ego, Fraudulence and Fear.

The trio explains that the message behind their brand was birthed from their own commentary on their Birthplace, San Diego, CA. They are no strangers to the deep network of the city’s creatives, and because of that, they continue to spread messages encouraging a collective mindset – one that brings about peace and love. Consequently, the trio believes that this vision of theirs can only be achieved through the absence of egos – hence the name of the company being “DIE EGO”.

When asked about the challenges they’ve faced while being a young company, they were transparent enough to voice out their struggles with scheduling times for group meetings. It only makes sense, with us young people having to juggle our passions with all types of other responsibilities – whether it be sports, school, work or family business. Like all young companies, the trio expressed their desire to establish their presence in their area. For them, this would be on the San Diego music scene. This is especially hard because of the city being so spaced out and currently disconnected.

“DIE EGO” says that the key to their current success has been their ability to stay true to themselves and what they love. They look for every opportunity to uplift their community and call upon others to do the same. “DIE EGO” continues to spread their message all about San Diego to the best of their abilities – these guys are young men that are definitely for the people and will continue to grow and influence the youth to put community over pride.