What Is


When you are young, you are taught that you can be whatever you want to be. You are encouraged to aim high and to dream big. You are made to believe in yourself, and to trust that if you put your mind to it, that anything is possible.

But then you grow up, and at some point, complacency sets in. You’re no longer encouraged to believe in your lofty goals. You are told that there are rules and standards that you must abide by and fall in line with. You are pushed to embody society’s “normal”. At some point in this process of growing up… you are encouraged to be average.

Death Over Average isn’t an apparel company. It isn’t just a brand. It’s a way of living. It is a subtle reminder that at some point in your life being average wasn’t good enough. It’s not about winning a game, or proving anyone wrong, or being better than anyone else.


It’s about being the best version of yourself that you can be.

The best student you can be.

The best athlete you can be.

The best father, mother, husband, wife, son, daughter…

Being the best person you can be.

You were not born to be average. You can go through life hoping that your next meal comes, or you can go hunt. Be like the lion and remember… “if you don’t kill it, your family doesn’t eat.” Your version of average looks different than anyone else's. Only you know the effort you must put in to defeat it. Average effort yields average results.

It's fine to be average for a period of time. In fact, it's a requirement to be average on the path to being great. But choosing to go through your life only putting forth an average effort is a limitation you can live without!


Conclude and commit to the idea that, once and for all…

you are ready to work until               , rather than remain 



We are just a Mom and a Dad trying to do our best to be good parents and people.

We're not special, we're not gifted, we're not rich or famous, we're normal.

But we'll be damned before anyone can call us