Born X Raised is more than just a streetwear brand — it’s a cultural statement deeply rooted in the traditions, struggles, and evolution of Los Angeles. Founded in 2013 by Spanto (real name Chris Printup) and 2Tone (Alex Erdmann), the brand emerged from a desire to preserve the authentic spirit of LA's neighborhoods at a time when gentrification and commercialization were rapidly altering the city’s identity. Built on a foundation of community pride and raw storytelling, Born X Raised has carved out a significant space not only in fashion but in the broader conversation about cultural preservation and urban resilience.
At its core, Born X Raised represents the neighborhoods that mainstream culture often overlooks. Spanto and 2Tone, both native Angelenos, channeled their personal histories and the stories of their communities into every collection they released. The brand’s name itself — "Born X Raised" — is a proud declaration of loyalty to one’s roots, signaling a commitment to the places and people that shaped its creators.
A defining characteristic of Born X Raised is its unapologetic celebration of LA’s complex tapestry of cultures. From Chicano traditions and Black street culture to the unique flavor of Venice and West LA, the brand captures the nuances of a city that thrives on diversity but struggles with inequality. Its graphics often reference classic LA iconography: lowriders, tattoo-style fonts, and references to local sports teams. But beyond aesthetics, these designs are layered with meaning, often critiquing gentrification, displacement, and the loss of cultural landmarks.
One of the brand's earliest standout pieces was the "Gentrification Is Genocide" slogan, which quickly became synonymous with Born X Raised's ethos. This phrase appeared on T-shirts and posters and resonated with communities facing the pressures of real estate development and rising living costs. By turning this stark message into fashion, Born X Raised managed to elevate streetwear from mere clothing into a vehicle for protest and awareness. This commitment to social commentary helped the brand build a loyal following among those who saw their realities reflected in its work.
Collaborations have played a significant role in the rise of Born X Raised. Over the years, the brand has teamed up with major players such as Nike, Converse, the Los Angeles Dodgers, and the NHL’s Kings. These partnerships, while aligning with corporate giants, never diluted the brand's identity. Instead, they provided a platform for Born X Raised to showcase LA’s underrepresented communities on a global stage. For example, the collaboration with the Dodgers was not just about creating exclusive apparel — it was a celebration of LA's cultural diversity and deep connection to its baseball team.
Born X Raised’s success is also tied to its ability to bridge gaps between different subcultures. Its appeal spans from hip-hop enthusiasts and skaters to fashion aficionados and sports fans. By drawing from a wide range of influences — music, art, street politics, and everyday life — the brand has maintained authenticity while expanding its audience beyond Los Angeles. This versatility has allowed Born X Raised to be embraced by both grassroots supporters and celebrities alike, including names like LeBron James, Kendrick Lamar, and the late Nipsey Hussle.
The brand’s founders, particularly Spanto, brought a personal dimension to Born X Raised’s narrative. Spanto’s own life — marked by experiences with gang culture, a cancer diagnosis, and his deep ties to Venice — infused the brand with a sense of realness that can’t be fabricated. His story of survival and dedication to community upliftment became interwoven with the brand’s identity, making every release feel like a chapter in a larger autobiography of struggle and triumph.
In terms of design, Born X Raised is known for its bold use of typography, often employing Gothic and Old English fonts that reference LA's street art and tattoo culture. The color palettes frequently nod to local sports teams, further anchoring the brand in its hometown pride. Beyond graphics, the brand’s silhouettes — from oversized tees and hoodies to workwear-inspired jackets — reflect the practical needs of the street while aligning with global fashion trends.
While Born X Raised operates within the streetwear market, it resists easy categorization. It’s not simply about selling clothes; it’s about narrating an ongoing story of resistance, identity, and belonging. Each drop feels intentional, often released in limited quantities to maintain exclusivity while emphasizing quality over mass production. This approach not only sustains the brand’s cool factor but also mirrors its anti-gentrification stance — rejecting the homogenization that often comes with scale.
In recent years, Born X Raised has continued to expand its influence while staying rooted in community work. The brand has organized events like community clean-ups, charity drives, and youth mentorship programs, reinforcing its commitment to giving back to the city that birthed it. This blend of commerce and activism has made Born X Raised a model for how streetwear brands can leverage their platforms for social good.
Sadly, the brand faced a major loss with the passing of co-founder Spanto in 2023. His death sent ripples through the streetwear and LA communities, but his legacy endures in every piece the brand creates. Under the guidance of 2Tone and the team, Born X Raised continues to honor Spanto's vision by preserving the authentic voices of Los Angeles neighborhoods and pushing back against forces that seek to erase them.
In summary, Born X Raised stands as a beacon of authenticity in a fashion landscape often driven by trends and profit. Its roots in Los Angeles's rich, complicated history give it a unique voice that resonates far beyond the city limits. By marrying bold design with social commentary and community activism, Born X Raised has cemented itself as not just a streetwear brand, but a cultural institution that champions the spirit of those who are truly "born and raised" in the streets they call home.