King & Lasso was founded in 2023 by Deion King, after he came home to New Bern following an injury that ended his service in the U.S. Army. His mother, Christy King, helped him pick up a camera and start documenting his hometown — and as his audience grew, so did a clearer purpose: to invest in the New Bern that raised him. The company is named for his family. So is the work.
Three principles guide every decision King & Lasso makes — across the buildings we restore, the homes we rent, the lounge we operate, and the causes we stand behind.
Loyalty
To New Bern first. To the people we work with, the tenants we serve, and the partners we build alongside.
Selflessness
We invest where investment is overdue, not where return is easiest. Community impact comes before company gain.
Service Above All
Every business under this name is here to serve the city. When the answer to “does this serve New Bern?” is yes, we move.
Deion’s measure of success is the lasting kind. He wants King & Lasso to be remembered as a trailblazer for financial literacy in New Bern, a steady supporter of the autism and Parkinson’s communities, and a way out of hard seasons for families who have been stuck in them. The legacy isn’t what the company owns. It’s what the city becomes because the company was here.
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. 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.