Born x Raised is more than just a streetwear brand—it is a cultural statement born from the streets of Los Angeles. Established in 2013 by Chris “Spanto” Printup and Alex “2Tone” Erdmann, the brand quickly carved out a distinct identity rooted in the gritty realities and rich cultural fabric of its hometown. Born x Raised is a loud, unapologetic voice for the people who have been displaced and marginalized as Los Angeles transformed under waves of gentrification and commercialization. Its name itself is a nod to authenticity and pride in one’s origins, making it resonate deeply with those who feel overlooked or pushed out of the mainstream narrative.
The foundation of Born x Raised is heavily tied to the personal history of its founders. Spanto, raised in Venice, California, witnessed firsthand the rapid gentrification of his neighborhood. What was once a vibrant, working-class community with deep roots in Chicano culture was swiftly transformed into a playground for the affluent. This displacement and erasure of local heritage fueled Spanto’s desire to create something that not only represented his background but also fought back against the cultural whitewashing of Los Angeles. Partnering with 2Tone, who also had strong ties to the local scene, they formed Born x Raised as both a creative outlet and a weapon against cultural displacement.
What sets Born x Raised apart in the crowded streetwear market is its fierce commitment to authenticity. While many brands chase trends, Born x Raised stays grounded in the specific cultural narratives of Los Angeles, particularly those of the Chicano, Black, and working-class communities that have historically shaped the city. Their designs are loaded with symbolism, references, and phrases that speak directly to these communities. Typography reminiscent of gang lettering, old English fonts, and graphics inspired by local iconography create a visual language that is at once confrontational and deeply familiar to those in the know.
From the start, Born x Raised positioned itself not just as a brand, but as a voice for the voiceless. Its early collections featured bold slogans like “Gentrification Is Genocide,” sparking conversations about the socioeconomic changes sweeping through urban neighborhoods. This political and social edge quickly earned the brand a cult following, particularly among those who felt alienated by the sanitized narratives being sold about their cities. This raw honesty, combined with a deep respect for tradition, made Born x Raised a standout in the increasingly commercial world of streetwear.
Over the years, Born x Raised has evolved from a grassroots operation into a recognized force in global street fashion. Yet, it has managed to do so without compromising its roots. The brand has collaborated with major players like Nike, Converse, and the Los Angeles Dodgers, bringing its message to a broader audience while still maintaining its local edge. These collaborations are not mere cash grabs; they are carefully curated partnerships that allow Born x Raised to amplify its ethos on larger platforms. For instance, its collaboration with the Dodgers paid homage to LA’s deep baseball culture while incorporating elements that celebrated the city’s diverse communities.
Part of the brand’s enduring appeal lies in its storytelling. Every drop from Born x Raised feels like a chapter in an ongoing narrative about survival, pride, and resistance. Whether it’s a T-shirt, hoodie, or cap, each piece carries with it layers of meaning. This depth has made Born x Raised particularly attractive to cultural tastemakers, artists, musicians, and athletes who see in the brand a reflection of their own struggles and triumphs. Celebrities like LeBron James, Kendrick Lamar, and various figures from the hip-hop and sports worlds have been spotted wearing Born x Raised, further cementing its status as a cultural touchstone.
Despite its growth, Born x Raised remains fiercely independent in spirit. The brand continues to operate with a DIY mentality, producing limited runs and avoiding over-saturation in the market. This approach not only keeps demand high but also ensures that each release feels special and connected to the brand’s core audience. Spanto and 2Tone have been vocal about resisting the urge to scale up in ways that would dilute the brand’s authenticity, choosing instead to build slowly and intentionally.
A key aspect of Born x Raised’s philosophy is its emphasis on community engagement. The brand regularly hosts events, pop-ups, and initiatives that give back to the neighborhoods that inspired it. Whether it’s through charity drives, community dinners, or collaborations with local artists, Born x Raised continually reinforces its commitment to the people who formed its foundation. This grassroots connection helps the brand maintain its credibility, even as it rubs shoulders with some of the biggest names in fashion and entertainment.
Tragically, co-founder Spanto passed away in early 2023, a loss that reverberated deeply through the streetwear and cultural communities. His death marked the end of an era but also underscored the impact Born x Raised had under his leadership. The brand’s continued operation serves as a tribute to his vision, with 2Tone and the team pushing forward to honor the legacy of their late co-founder. Spanto’s influence can still be felt in every design, every slogan, and every community project the brand undertakes.
Born x Raised’s story is one of resilience. In a world where many streetwear brands have been co-opted by corporate interests, losing their edge and relevance, Born x Raised remains a beacon of what street fashion can and should be: a voice for the streets, a mirror reflecting the beauty and pain of urban life, and a shield against cultural erasure. Its success is not merely measured in sales or celebrity endorsements but in its ability to stay true to its roots while continuing to evolve.
In sum, Born x Raised is more than just apparel—it is a movement grounded in place, memory, and resistance. From its bold designs to its community-driven initiatives, the brand stands as a testament to the power of fashion as a form of storytelling and cultural preservation. As it moves forward, Born x Raised carries with it the spirit of Los Angeles in all its complexity—beautiful, bruised, proud, and unyielding.
