In a world where fashion brands often chase trends and fleeting relevance, Born x Raised stands as an unmovable symbol of authenticity, pride, and place. Emerging from the vibrant yet often overlooked corners of Los Angeles, Born x Raised isn’t just a clothing label—it’s a cultural statement, a love letter to community, and a defense of roots in an ever-changing urban landscape. At its core, it is a brand built by the neighborhood, for the neighborhood, even as it garners global attention.
The Origins: Loyalty to the Soil
Born x Raised was co-founded in 2013 by Chris “Spanto” Printup and Alex “2Tone” Erdmann, two native Angelenos deeply shaped by the spirit and struggle of their city. The name itself carries a heavy emotional weight—"Born x Raised" is a declaration of identity. It’s about being shaped by where you're from, not just geographically, but spiritually. The brand emerged as a response to gentrification, displacement, and cultural erasure, especially in historically rich communities like Venice, where Spanto was raised.
At the time of its founding, many neighborhoods in L.A. were experiencing rapid transformation. Old homes were being replaced by new developments, local businesses were shutting down, and the essence of the culture—the soul of the people—was at risk of disappearing. Born x Raised came alive as a counterpunch, not just to protect that culture, but to project it with pride.
A Voice for the Voiceless
Born x Raised’s designs are more than just graphics on tees or slogans on hoodies—they’re messages. Each drop tells a story, often referencing the nuanced realities of L.A. life. Whether it’s a shoutout to local sports teams, a nod to Chicano culture, or a raw expression of grief and resilience, the brand refuses to water down its message for mainstream palatability.
The tone is unapologetic. It’s personal. It’s not designed to be for everyone—and that’s exactly why it resonates so deeply with those who get it. The brand’s visual language includes iconography from street culture, graffiti, Catholic imagery, and old English typography, all woven together in a tapestry that feels sacred to its community.
Born x Raised didn’t just arrive in fashion—it spoke its way in. Loud, bold, and real.
Streetwear Meets Spirituality
Unlike many streetwear brands that prioritize hype over heritage, Born x Raised has remained grounded in something more profound. The brand honors its past, celebrates its people, and pays homage to the spiritual side of the street. Death, loss, and remembrance are frequent themes—not as fashion gimmicks, but as real-life acknowledgments of pain, perseverance, and personal journey.
In particular, Spanto’s life has deeply informed the tone of the brand. He battled cancer not long after launching Born x Raised and later experienced remission. His perspective on life, mortality, and community was etched into every fiber of the brand’s identity. His tragic passing in 2023 sent ripples through the streetwear and cultural world, but it also solidified his status as a legend—a man who turned pain into purpose and left behind a blueprint for creative resistance.
Collaborations with a Cause
Born x Raised’s collaborations are never just about clout—they’re about meaning. Whether teaming up with the Los Angeles Dodgers, Nike, or Union LA, the brand treats every partnership as an opportunity to uplift its message and give back to the culture that birthed it. When they dropped Dodgers gear, it wasn’t just a fashion play—it was a heartfelt tribute to the city and its people.
Their collaborations often sell out quickly, not just because of exclusivity, but because of the emotional connection fans feel. There’s an element of honoring history in every stitch. It’s streetwear for those who remember, who care, and who stand tall in the face of cultural whitewashing.
Cultural Imprint Beyond Fashion
What makes Born x Raised unique isn’t just what it sells—it’s what it stands for. The brand has become a bridge between the underground and the mainstream, pulling narratives from the street and planting them firmly in the spotlight.
The impact of Born x Raised is visible not only on the backs of tastemakers and celebrities but also in the subtle shift of how urban identity is portrayed in fashion and media. It has opened up space for other minority-owned and community-first brands to thrive without compromising their voice. It proved that you don’t need to water down your story for it to be successful.
The brand also uses its platform for activism, organizing community events, fundraisers, and social campaigns that reflect its mission. Whether it’s feeding families, celebrating cultural holidays, or fighting for housing rights, Born x Raised walks the walk.
More Than a Brand—A Movement
To understand Born x Raised is to understand that it’s not really about clothes. It’s about remembering who you are, where you came from, and who you stand for. It’s about reclaiming space in a city where so many have been pushed out. It’s about keeping traditions alive when the world wants to forget them.
Born x Raised is a movement stitched in hometown pride, loss, survival, and resistance. It exists in murals, in tattoos, in conversations between old friends at barbershops and taco stands. It’s in the air of East L.A., in the alleyways of Venice, in the rhythm of the streets that raised Spanto and 2Tone. And now, it’s on the global stage—unpolished, untamed, and unapologetically loyal.
The Legacy Continues
With the passing of Spanto, Born x Raised faces the bittersweet challenge of preserving legacy while continuing to evolve. But if the brand’s history is any indication, it will endure—not by chasing trends, but by staying rooted in truth.
As the world becomes increasingly saturated with soulless fashion and performative branding, Born x Raised offers something rare: honesty. It reminds us that real stories, especially those forged in struggle, always have a place—and a powerful voice—in culture.
Born x Raised was born out of the soil of Los Angeles. And even as it spreads far beyond, it carries that soil with it, like a badge of honor.