In a city as diverse and layered as Los Angeles, where cultural lines blur and neighborhoods carry generations of stories, Born x Raised didn’t just emerge—it was born out of necessity. It’s more than a brand. It’s a deeply personal response to the changing dynamics of a city, a bold statement of identity, and a love letter to a version of Los Angeles that refuses to be erased. Founded in 2013 by Spanto (Chris Printup) and 2Tone (Alex Erdmann), Born x Raised is rooted in authenticity, heritage, and resistance against the gentrification of communities that shaped them.
From the start, Born x Raised distinguished itself by being unapologetically local. Its DNA is steeped in L.A. street culture—something that can't be faked or mass-produced. Spanto, raised in Venice and of Native American and Mexican descent, grew up witnessing firsthand the systemic displacement of his people. That experience became the emotional core of the brand. Every collection, design, and drop from Born x Raised holds meaning: it reflects a story, a block, a movement, or a memory. Through T-shirts, hoodies, varsity jackets, and powerful visual storytelling, the brand became a voice for those often overlooked in the mainstream fashion world.
One of Born x Raised's most powerful characteristics is its refusal to compromise. While many streetwear brands chase trends or celebrity collaborations to build clout, Born x Raised moves with purpose. Their messaging—often raw, confrontational, and culturally charged—makes it clear they’re not here for everyone. That selectiveness is intentional. It's a brand for the people who know—those who understand the codes of the city, who’ve lived its contradictions, who carry pride in their roots and scars from their environment.
The early collections of Born x Raised gained traction not just because of their striking aesthetics, but because they resonated emotionally. The now-iconic phrase "Gentrification is Genocide" was one of the first wake-up calls streetwear had seen in a long time. It wasn’t just a slogan—it was a rallying cry. Born x Raised was drawing attention to the cultural cleansing of historically Black, Latino, and Indigenous communities in L.A. and beyond. Their clothes were protests you could wear, banners that sparked conversation, and emblems of solidarity.
The brand also became known for its collaborations, but not in the traditional sense. Instead of chasing hype, they built relationships that aligned with their values. From working with the Los Angeles Dodgers to honoring Nipsey Hussle with heartfelt capsule releases, Born x Raised infused every collaboration with meaning. These weren’t corporate deals—they were cultural connections, rooted in mutual respect and love for the community.
Spanto's story—his battles with cancer, his spiritual journey, and his tireless dedication to his people—infused the brand with a deeper layer of purpose. Even as he faced personal hardships, Spanto remained a fierce advocate for his community, channeling his struggles into something greater. When he passed away in 2023, the loss reverberated through the streetwear and creative communities. But in his absence, the mission he championed only grew stronger. Born x Raised now stands as both a tribute to him and a continuation of the work he started.
Visually, the brand’s aesthetic is bold, often rooted in cholo and lowrider culture, L.A. gang iconography, old English typography, and traditional tattoo motifs. Yet it never feels exploitative or trendy. The graphics are deeply considered—many of them drawing from cultural artifacts, neighborhood signifiers, or Spanto’s personal life. Each drop is a time capsule, holding fragments of a culture that refuses to fade.
Another powerful aspect of Born x Raised is its unwavering commitment to storytelling. Through their lookbooks, social media presence, short films, and pop-ups, they continue to create immersive experiences that go beyond fashion. Whether it's an emotional tribute to their founders or a gritty visual journey through a neighborhood’s history, they understand that culture doesn’t exist in isolation—it’s made up of stories, struggles, and symbols.
Born x Raised has also made waves in the fashion world for maintaining its edge in an era of mass commodification. As streetwear became more about resale markets and high-end collaborations, Born x Raised remained rooted in community, resisting the urge to scale in ways that might dilute its soul. Their drops are often small and exclusive, not for the sake of hype, but to maintain intimacy and control over the message.
Moreover, their events are legendary. From Venice Beach gatherings to L.A.-based block parties, they turn product launches into full-on cultural events, blending food, music, art, and activism. These aren't just promotional stunts—they're reunions, celebrations of identity, and a way to give back to the very communities that shaped the brand’s ethos.
The impact of Born x Raised goes far beyond streetwear. It’s been a catalyst for cultural pride, community dialogue, and political awareness. Young designers and creators from underrepresented backgrounds see the brand as proof that it’s possible to make something authentic, powerful, and lasting without selling out. In many ways, Born x Raised helped redefine what streetwear could be—transforming it from fashion into a vehicle for resistance and healing.
In a world increasingly shaped by algorithms and short attention spans, Born x Raised stands as a reminder of the power of realness. It reminds us that style isn't just about what you wear—it's about what you stand for. It reminds us that our stories, even the painful ones, are worth preserving. And most of all, it reminds us that the most powerful brands don’t just sell clothes—they build community, challenge systems, and create legacy.
As Born x Raised continues to grow, its mission remains the same: honor the past, hold space in the present, and fight for the future. Whether you're from L.A. or just connect with the message, wearing Born x Raised isn’t about flexing—it’s about belonging. It’s about being proud of where you come from, refusing to be erased, and walking through this world with your head held high, knowing your story matters.
