Alright – so today we’ve got the honor of introducing you to Deja Good. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Deja , thanks for joining us today. When did you first know you wanted to pursue a creative/artistic path professionally?

So I’ve always known that I wanted to make a full-time living off my creativity since I was a kid. Growing up i was influenced by Miley Cyrus’s, That’s so Raven, London Tipton, Sharpays, The Cheetah Girls, Mean Girls (I can go on for days) ICONS, IT girls! all shows & women that showcased young women in the coolest creative way. I wanted that. I wanted to be cool for being cool! Their confidence, their aura, I knew who I was from a very early age, a star! & I was going to be great by any means. I just knew I was different.

When I actually took that leap, I was 17. I had played sports my entire life (soccer & track) and was an incredible athlete—I had multiple scholarship offers, all that. One day, I was at a highly competitive championship for track, and I remember looking up, realizing that the very people who had pushed me into this path weren’t even in the stands to support me. I had just won first place in something they wanted for me. Them, not I. Of course I loved competing because I loved to win, but at that moment, I knew I was done living for anyone else. I decided I was going to take control of my life and do what actually made me happy.

I’ve always been a go-getter. In high school, I was started selling clothes on eBay and started small boutiques. At 18, I started YouTube and grew my channel to 70,000 subscribers. I kept pushing, kept creating, and in 2019, I made one sample outfit that changed everything. That one set put everything in motion. By 2020, DG was born, and I’ve never looked back.

Moving from the Valley to Hollywood at 18 was my defining moment. I didn’t know exactly what I was going to do, but I knew I was going to do something, and I was going to be great at it. All I had was faith, my talent, my creativity, and I know my impact, and I knew that was enough.

Deja , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hiii everyone, I’m Deja Good, the CEO and Designer of DG The Label. I was born and raised in Los Angeles, and from a young age, I always knew I was different. I make handmade couture garments, timeless pieces. My work is about more than just fashion—it’s about expression, confidence, and standing out without saying a word. DG epitomizes versatility. It’s designed for every girl—whether she’s from the suburbs, an emo girl, a girl from the hood, a rockstar, or more reserved. DG is range.

When I first started my brand, I designed pieces that I knew would sell. But at a certain point, I realized my brand didn’t fully represent me. I am very Joanne Jett, Cherie Currie, Courtney Love coded. I am definitely obsessed with 80s rock, anything emo, dark, i love vampires, just truly a rockstar, but also very into Harajuku fashion, Archive runway pieces (I truly can’t be put into a box) anyway… basically NOT a clean girl aesthetic girly at all. When I finally accepted that and created a collection that felt like me, everything changed. My collection Déjà Vu .01 was my first real step into designing without fear—without worrying about whether it would sell or if people would get it. And that’s when I saw the biggest response, the most sales, and the most recognition. It taught me that the more I embrace my own vision, the more everything falls into place.

What sets me apart? I don’t follow trends—I create timeless pieces. I make trends. Style & fashion are forever, and that’s what my brand represents. My designs don’t have an expiration date. I use very expensive fabrics that i feel most small designers wouldn’t even think to use or to research because of fast fashion. I can remove pieces from my site, and my supporters will demand that I bring them back. And that’s what I love the most, seeing how my work makes people feel. I get messages from people telling me that when they put on my pieces, they feel unstoppable, like all eyes are on them. And that’s the best feeling in the world—knowing that something I created is giving someone that level of confidence. My clothes are statements.

I’ve been a hustler since I was a kid. I was in 6th-12th grade with my soccer bag, packed with chips, Gatorade, candy—anything that could fit in my gym bag🤣Not because I had to, but because I wanted my own money. I wanted to buy everything I liked, even if they weren’t what everyone else was wearing. That mentality of independence, of carving my own path, has always been in me.

One thing I want my supporters to know is that if I’m not dropping, it’s not because I forgot about my brand—it’s because I’m creating something better. I will never force a collection. I don’t create just to meet a deadline; I create pieces that will last years. My supporters know my vibe—dark, creative, meticulous. I’m a Scorpio moon. I put my heart into everything I make, and I love them for pushing me, for always showing up for me. I <3 DG girls.

What I’m most proud of? Myself. Running a brand is a lot. It takes mental strength, discipline, and self-belief. It’s easy to compare yourself to others in this industry, but I’ve learned that there’s no race, no deadline, no pressure to move just because someone else is moving. I create on my terms, and that’s why my brand keeps growing. I never let outside noise affect my creativity, and because of that, everything has come together exactly as it should.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

Absolutely. One of the biggest things non-creatives struggle to understand is that creativity isn’t just about “having ideas” or making things look cool—it’s a relentless pursuit, a way of seeing the world, and, in many ways, a sacrifice.

For me, choosing creativity meant walking away from a secure, conventional path— scholarships, a career, and everything that came with it. It meant betting on myself when there were no guarantees. Non-creatives often assume that success in this space comes from talent alone, but in reality, it’s discipline, resilience, and an almost obsessive commitment to the vision that make the difference.

Another thing that’s hard for non-creatives to grasp is how personal the work is. Every campaign, every project, every piece of content is a reflection of something deeper—years of experiences, risks taken, lessons learned. So when people dismiss it as “just marketing” or “just aesthetics,” they miss the depth of what’s actually being built.

The biggest insight I can share? Creativity isn’t a side thing or a hobby—it’s a full-on lifestyle. And for those of us who commit to it fully, it’s the only way we know how to live.

Can you share a story from your journey that illustrates your resilience?

So there is many! But one story that truly illustrates my resilience happened during the early days of launching my brand. In February 2020, I dropped my very first collection, ARCHV. Which i thought was IT. Leading up to the launch, I had shared sneak peeks with my supporters, and over 200+ people were excitedly asking when the collection would drop. I was convinced that I was forsure selling out the first day, like how could i not?! (delusional but it works!) but when February 2 arrived, I was sitting in my bed after my Beverly Hills photo shoot for the campaign & drop, only to see that the entire collection received just one order in six months. At that point I was convinced this was NOT for me. lol!

That humbling experience almost pushed me to delete the DG Instagram account altogether.😭 Thanks to my amazing support system of friends who encouraged me to keep going, I decided to try again. I reimagined my approach with a new line called DG Basics. I meticulously designed this collection with two distinct fabric lines—one rib and one mesh—hand-dyed and custom made to create the perfect basics every woman would love. I invited about 15 of my girl friends to model the pieces the day before it dropped. I told them “come as their most authentic selves” I had no idea what i wanted as the campaign at this point, but i knew with 15 models & my vision i couldn’t lose! The energy was electric. (a real circus!) of
creativity and support. it meant everything to me because it was so last minute and I also wasn’t a big brand, or really even a brand at all! but the energy i felt was everyone knew my potential and they came through for me and I will always love those girls and my team that day because it did genuinely change my life.

A few days later, we coordinated a simultaneous social media post, I told the girls we were all going to post at a certain time and when I dropped DG Basics, I made $5,000 in just eight hours. This taught me to always stick to plan A! & the mission always remains the same.

Contact Info:

• Website: https://dgthelabel.com
• Instagram: https://www.instagram.com/shawtydej?igsh=NTc4MTIwNjQ2YQ==
• Youtube: https://youtube.com/@dejagood?si=TkMoQbkXVVPerSRm
• Other: DG THE LABEL IG 💌
  https://www.instagram.com/dg.thelabel?igsh=NTc4MTIwNjQ2YQ==