Born x Raised (pronounced "Born and Raised") is more than just a streetwear brand—it’s a statement, a sentiment, and a sincere tribute to the city of Los Angeles and its many layers. Founded in 2011 by Spanto (aka Chris Printup) and 2Tone (Alex Erdmann), Born x Raised emerged from a place of authenticity and defiance. It’s a brand built on principles: loyalty to one’s roots, resistance to gentrification, and the preservation of marginalized voices within the ever-evolving landscape of urban culture.

Origins Rooted in Identity

At its core, Born x Raised was created as a way to honor the traditions, communities, and overlooked neighborhoods of Los Angeles—specifically Venice, where Spanto was raised. During a time when the city was undergoing rapid gentrification, longtime residents were being pushed out in favor of upscale developments and transplants with no knowledge of the area's cultural history. Spanto, frustrated by this erasure of local identity, envisioned Born x Raised as a way to reclaim and preserve his neighborhood's voice.

The brand name itself is a powerful assertion. “Born and raised” is a phrase used to signify not just birthplace but belonging—a deep-rooted connection to a place and its people. With this ethos at the forefront, Born x Raised began producing apparel that encapsulated the raw, unfiltered, and often gritty reality of Los Angeles life.

Aesthetic and Design Philosophy

The visual language of Born x Raised is unapologetically bold. Gothic fonts, neighborhood references, and slogans like "On the Turf" dominate their apparel, reinforcing the brand's dedication to representing LA’s often-forgotten subcultures. Their designs draw heavily from Chicano culture, graffiti, tattoo art, gang symbolism, and West Coast iconography. But these references are not used as fashion statements—they're declarations of pride and heritage.

Every piece of clothing tells a story. A hoodie might feature a stark black-and-white photo of a housing project, while a cap might be adorned with script-style lettering that nods to LA's gang history. These designs are not about glamorization but reflection—allowing wearers to represent where they're from and what they've lived through.

Community First, Always

Unlike many streetwear brands that cater to hype culture and exclusivity for its own sake, Born x Raised has always prioritized its community. From hosting local events to collaborating with neighborhood organizations, Spanto and 2Tone used the brand as a platform to uplift voices that had been systematically ignored.

One of their most impactful gestures came during the COVID-19 pandemic. Rather than focusing solely on e-commerce or profit, Born x Raised launched initiatives to provide meals and support for families in need. Their brand ethos extended beyond clothing—it became a force of real-world solidarity.

Additionally, the brand's limited drops often involve collaborations with local artists and photographers, reinforcing its mission to showcase authentic narratives from the LA community. Their “Built to Last” campaign, for example, featured portraits of real residents from Venice, Compton, and other neighborhoods, allowing them to share their own stories on the platform.

Collaborations and Cultural Impact

As Born x Raised gained recognition, it caught the attention of the larger fashion and entertainment industries. However, Spanto and 2Tone were selective about collaborations, ensuring that every partnership aligned with their vision. Over the years, they've worked with the Los Angeles Dodgers, the Lakers, Union LA, and even the NFL—all while keeping their designs rooted in cultural relevance.

One of their most high-profile collaborations was with Nike, where they released custom Dunks that sold out instantly and were celebrated for their intricate storytelling. Instead of focusing on trends or clout, the sneakers represented Spanto’s personal journey and paid homage to his heritage and the city that shaped him.

Born x Raised also played a role in shaping how streetwear brands interact with identity. Unlike other labels that appropriate urban aesthetics without acknowledgment, Born x Raised gave visibility to cultures often misrepresented or ignored in fashion. Their presence paved the way for a new wave of designers focused on cultural authenticity.

Spanto’s Legacy

Chris Printup, better known as Spanto, was not just the co-founder of Born x Raised but its heart and soul. Diagnosed with terminal cancer just as the brand was beginning to gain momentum, Spanto chose to channel his energy into building something lasting. He defied his diagnosis for years, focusing on his creative vision and his community.

His passing in 2023 was a moment of profound loss for both Los Angeles and the wider streetwear world. But his legacy lives on in every piece that Born x Raised produces. His resilience, honesty, and commitment to his roots continue to influence the brand’s direction. Spanto's story adds emotional depth to the clothing—each item a memorial to his life, struggles, and achievements.

More Than Fashion

Born x Raised operates at the intersection of fashion, activism, and cultural preservation. It doesn’t follow trends—it sets them by staying true to itself. The brand challenges notions of what streetwear can be: not just clothing for youth or hype-driven collectors, but a wearable archive of a city’s memory.

Its influence can be seen in how other brands now approach storytelling and identity. Born x Raised made it clear that authenticity resonates far more deeply than aesthetics alone. It shifted the conversation from profit to purpose.

In a fashion landscape that often rewards novelty over depth, Born x Raised offers something rare: integrity. It serves as a blueprint for how brands can use their platform responsibly, honor their origins, and build a loyal following without sacrificing principles.

Conclusion

Born x Raised is not just a fashion label—it’s a cultural movement born out of necessity, shaped by resistance, and sustained by love for community. It’s a brand that speaks for those who rarely get the mic, turning clothing into conversation and style into statement. As it continues to evolve, its mission remains unchanged: to preserve the soul of Los Angeles, one drop at a time.