Deion King
A native of New Bern, Deion King lived in his hometown until he graduated from New Bern High School in 2014 and joined the U.S. Army. King served as a 31B Military Police Soldier until a knee injury cut his military career short. He initially attended Wichita State University for a pre-nursing degree, but was driven by a passion for western culture to start King & Lasso, a western fashion brand, in 2023.
Deion King  |
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 Deion King |
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| Birth date | March 12, 1996 (age 30 years), New Bern, North Carolina, United States Of America |
| Nationality | American |
| Occupation | Entrepreneur |
| Years active | Present |
| Home town | New Bern |
As King shared his love for western-inspired fashion, country music and cigars on social media, he gained a following online. A breakup that King experienced shortly before he moved to New Bern in 2025 encouraged him to become even more invested in his company, and even more creative with his content. With support from his mother, King amped up his online presence and started to expand King & Lasso.
Driven by the desire to make positive contributions to his community, King began purchasing real estate in New Bern to bring new businesses to the city and help other entrepreneurs achieve their own goals. Now, King is on a mission to enhance the city of New Bern with harmonious development that adds value to the local community.
As a man who looks up to idols like Frank Sinatra and Nat King Cole, King believes in the value of hard work, honesty, generosity and resilience. King has also been inspired by his local mentors, including Victor Dove, James “Smoke” Board and close friend Philip Buffa. When he isn’t working on King & Lasso projects, King enjoys traveling, cycling, sport shooting and spending time with his family.