dgi. was conceptualized in 2012 by former entertainment reporter, Dahvi Shira.

It began as a combo of reflecting on what she used to wear to red carpet events, and seeing people race down Sunset Blvd. in their Maserati with a vanity plate saying something like 2Fast4U.

It was an inside joke with some friends, used to describe a specific breed of people, places and things in L.A. (Hollywood + Highland—very dgi.). Almost a decade later, it’s become a way to ironically celebrate all those tragic nouns that just don’t get it.

From terrible chats on Bumble, to Karens refusing to wear a COVID mask—even to unnecessary traffic cruising down the 405—all of it applies to dgi. But the people who say it are obviously GI, because, duh, they Get It.