Born x Raised is not just a brand — it’s a cultural statement, deeply woven into the urban fabric of Los Angeles. Established in 2013 by Chris “Spanto” Printup and Alex “2Tone” Erdmann, the brand quickly rose to prominence for its unapologetic embrace of L.A.’s street culture, particularly the communities often overlooked or displaced by gentrification and city development. Every drop from Born x Raised echoes a deep-rooted respect for the streets of Venice, California, where both founders grew up, and channels the raw, unfiltered energy of the neighborhoods that shaped them.
At its core, Born x Raised is about identity and resistance. Spanto, whose Native American and Italian heritage made him acutely aware of cultural erasure, envisioned the brand as a platform to celebrate authenticity amid a changing cityscape. The brand's slogan — “On the Turf” — is more than just catchy marketing. It symbolizes loyalty to one’s origins and a defiant pride in the face of external forces trying to reshape communities for profit.
Visually, Born x Raised stands apart in the streetwear world. The designs are bold, often aggressive, with Gothic lettering and West Coast iconography serving as recurring motifs. You’ll find references to L.A. gang culture, Chicano art, and local sports, all interwoven with modern streetwear aesthetics. This combination makes the brand both a homage to the past and a relevant player in the present-day global fashion scene. Each piece feels like a wearable piece of Los Angeles history, telling stories of survival, pride, and resilience.
The brand’s rise wasn’t without obstacles. In its early days, Born x Raised operated with a strong anti-corporate ethos. Spanto and 2Tone intentionally distanced themselves from mainstream streetwear labels that they felt commodified culture without giving back to the communities they drew inspiration from. Instead, Born x Raised focused on organic growth, building a loyal following among local youth, artists, and those who saw their own experiences reflected in the brand’s narrative. That authenticity turned into a powerful magnet, eventually attracting the attention of global fashion enthusiasts and celebrities alike.
One of Born x Raised's distinguishing features is its selective approach to collaborations. Rather than chasing every partnership opportunity, the brand chooses projects that align with its values and roots. Collaborations with major entities like the Los Angeles Dodgers and the NBA’s Lakers and Clippers have allowed Born x Raised to celebrate its city on a larger stage without compromising its identity. These partnerships are often infused with unique design elements — like custom fonts and imagery drawn from L.A.’s rich subcultures — that make them stand out in a crowded marketplace.
Beyond apparel, Born x Raised has become an important voice in the conversation around gentrification and cultural displacement in Los Angeles. Spanto, before his untimely death in 2023, often spoke candidly about the brand’s mission to give back. Whether through community events, charitable efforts, or simply creating jobs within their neighborhoods, Born x Raised has consistently put its money where its mouth is. Their efforts underscore the belief that streetwear can be more than fashion — it can be activism, storytelling, and community building.
In terms of aesthetic evolution, the brand has managed to stay fresh without losing its soul. Early collections leaned heavily into local references and anti-gentrification slogans, while more recent offerings have expanded into luxury streetwear territory, incorporating higher-end materials and more sophisticated cuts. Yet, even as the production quality has scaled up, the brand's messaging remains firmly rooted in its original mission: to preserve and celebrate the cultural heritage of Los Angeles’ working-class neighborhoods.
The influence of Born x Raised also stretches into music and sports. Rappers, skaters, and athletes — especially those with ties to L.A. — frequently sport the brand, seeing it as an authentic representation of their hometown pride. This organic celebrity endorsement has only amplified the label’s status without diluting its grassroots appeal. While other brands might rely on paid endorsements, Born x Raised thrives on genuine cultural connections.
The tragic passing of co-founder Spanto in early 2023 marked a somber chapter in the brand’s story. Yet, his legacy lives on through the community he helped build and the vision he left behind. 2Tone continues to steer the ship, ensuring that every new release honors Spanto’s memory and the brand’s foundational ethos. The resilience shown by the brand in the face of such a personal loss mirrors the gritty determination that defines the neighborhoods they represent.
Looking at Born x Raised today, it’s clear that the brand has evolved beyond streetwear. It has become a cultural institution, one that documents and defends the soul of Los Angeles while influencing street fashion worldwide. Its garments do more than make a style statement; they serve as badges of identity and resistance, worn by those who refuse to let their stories be erased.
As gentrification continues to reshape cities globally, brands like Born x Raised play a vital role in preserving the narratives of marginalized communities. They remind the world that beneath the flashy new developments and rebranded neighborhoods are real people with deep histories, proud traditions, and fierce pride.
In an industry often criticized for its superficiality, Born x Raised stands out as a beacon of authenticity. It proves that fashion can have depth, meaning, and impact beyond the runway. As the brand moves forward, it carries with it not only the legacy of its founders but also the hopes and voices of the communities it was built to serve.
