Born X Raised: A Cultural Anthem Rooted in Los Angeles

Born X Raised is not just a streetwear brand; it is a bold statement of identity, community, and resistance, deeply rooted in the unique cultural landscape of Los Angeles. Founded in 2013 by Chris "Spanto" Printup and Alex "2Tone" Erdmann, the brand emerged as a passionate response to the rapid gentrification and cultural shifts that were transforming their native city. For Spanto and 2Tone, Born X Raised became a creative vessel through which they could celebrate the authentic voices of the neighborhoods they grew up in, while also pushing back against the forces that threatened to erase them.

At its core, Born X Raised is a love letter to L.A.'s working-class communities, especially those from areas like Venice, Inglewood, and East Los Angeles. The brand’s name itself carries weight — "Born X Raised" is an affirmation of belonging, a badge of honor for those who have deep, generational roots in their city. This authenticity is reflected not only in the designs but also in the brand's ethos, collaborations, and storytelling.

The visual language of Born X Raised draws heavily from the street culture that shaped the founders: Chicano art, gang typography, lowrider aesthetics, and old-school tattoo designs. Their signature Gothic-style font and bold graphics echo the iconography seen on murals, local signage, and even prison art across Southern California. But rather than appropriating these symbols, Born X Raised presents them through the lens of lived experience, giving them new life as fashion statements that carry deeper cultural significance.

Beyond graphics, the brand’s messaging often carries sharp commentary on issues like displacement, cultural appropriation, and gentrification. Early collections, for instance, included phrases like "Gentrification is Genocide," a stark reminder of the social realities faced by many longtime L.A. residents. Such pieces resonated with individuals who felt marginalized by the rapid urban changes and helped to solidify Born X Raised as more than a clothing label — it became a voice for the voiceless.

Collaboration has also been key to the brand's rise. Born X Raised has teamed up with major names in both fashion and sports, including Nike, Converse, and the Los Angeles Dodgers. Their partnership with the Dodgers was particularly symbolic, as it connected the brand's street-level identity with one of L.A.’s most beloved institutions, creating a bridge between the city’s past and its evolving present. Similarly, collaborations with global sneaker brands allowed Born X Raised to amplify their message on an international stage, while still staying true to their roots.

One of the defining features of Born X Raised is its deep connection to Los Angeles' layered identity — a city that is as much about its gritty streets and tight-knit neighborhoods as it is about Hollywood glamour. The brand thrives on this tension, using fashion as a medium to juxtapose the raw and the refined, the local and the global. Their lookbooks and campaigns often feature real people from the community, rather than traditional models, highlighting everyday Angelenos and celebrating their resilience and style.

The personal histories of the founders are also woven into the fabric of the brand. Spanto, in particular, brought an unfiltered authenticity to Born X Raised. Coming from Venice, an area that underwent dramatic transformation due to gentrification, Spanto's personal experiences of loss and survival shaped the brand’s rebellious spirit. His battle with cancer and his subsequent remission added another layer of depth, turning the brand’s success into a personal triumph over adversity. Sadly, Spanto passed away in 2023, but his legacy continues to fuel Born X Raised's mission and inspire its growing community.

Born X Raised has also made deliberate efforts to maintain its independence and creative control, avoiding the pitfalls that many streetwear brands face when they grow too quickly or get absorbed by larger corporate entities. By staying self-funded and keeping production tight, they’ve been able to preserve their distinct voice and ensure that each drop feels like an event rather than just another product release. Their limited-edition approach has helped build a loyal fanbase that values not only the clothes but the meaning behind them.

In terms of influence, Born X Raised has played a pivotal role in redefining what streetwear means in the 2010s and 2020s. While much of the mainstream streetwear scene has become increasingly homogenized and globalized, Born X Raised stands out for its hyperlocal focus. They have proven that fashion doesn’t have to cater to mass markets to be successful; instead, it can thrive by staying true to its origins and speaking directly to its community. This approach has inspired a new generation of designers and brands who are looking to infuse their work with cultural specificity and social relevance.

Born X Raised's presence extends beyond clothing. They’ve hosted community events, art shows, and even charitable drives aimed at giving back to the neighborhoods that have supported them from the beginning. Their activism is not performative but embedded in the way they operate, whether it’s through hiring local talent, spotlighting underrepresented voices, or supporting grassroots causes.

As streetwear continues to evolve and intersect with high fashion, sports, and music, Born X Raised remains a beacon of authenticity. Their story serves as a reminder that the most powerful brands are those that are deeply connected to real people and real places. By turning personal struggle into creative expression, and community pride into a global movement, Born X Raised has carved out a unique place in the world of contemporary fashion.

In the end, Born X Raised is more than apparel — it's a cultural force that champions the narratives of those who are often overlooked. With every drop, collaboration, and campaign, they reaffirm their commitment to the streets that birthed them and the people who continue to inspire them. As Los Angeles changes, Born X Raised stands as both a witness and a participant in the ongoing story of the city, ensuring that its roots are never forgotten.