Born X Raised: The Cultural Voice of Los Angeles Streetwear

In the ever-evolving world of streetwear, few brands have managed to capture the true essence of their hometown the way Born X Raised has. From its gritty beginnings in Venice, California, to becoming a global name in fashion, Born X Raised is more than just a clothing label—it’s a cultural movement rooted in identity, community, and resistance to change. With a raw, unapologetic voice and a deep reverence for the streets that raised it, the brand has become a symbol of authenticity in an increasingly commercialized landscape.

The Origins: Venice Roots and the Vision of Two Friends

Born X Raised was founded in 2013 by Spanto (aka Chris Printup) and 2Tone (aka Alex Erdmann), two lifelong Angelenos with a mission to protect the soul of their city. Venice, once a rough, working-class neighborhood filled with diverse communities, was undergoing rapid gentrification. The friends saw their culture and roots being pushed out in favor of slick condos, trendy cafes, and a sanitized version of the area they knew and loved.

Their response was Born X Raised—a name that speaks to pride in place and identity. It was created to give a voice to the people who had lived in these communities long before real estate booms and tech money arrived. From the start, the brand had a distinct message: resist erasure, honor history, and wear your pride on your sleeve.

Aesthetic and Message: Grit, Storytelling, and Loyalty

Born X Raised stands apart from other streetwear brands due to its unique aesthetic and unfiltered storytelling. While many brands focus purely on trends, Born X Raised designs are steeped in cultural references, neighborhood pride, and political undertones. Graphics often include old-school Chicano fonts, religious iconography, and nods to L.A.’s gang culture—not to glorify violence, but to acknowledge the reality of the communities they represent.

Their designs are bold, confrontational, and often controversial. Slogans like “Gentrification is Genocide” and “On the Turf” aren’t meant to be palatable—they’re meant to make people think. This unwavering commitment to authenticity has created a fiercely loyal following, particularly among those who see their own lives reflected in the brand’s work.

Spanto’s Legacy and the Spirit of Resilience

One cannot talk about Bornxraised hoodie without honoring the legacy of co-founder Spanto, who passed away in 2023 after a long battle with cancer. His death sent shockwaves through the streetwear and cultural communities, but it also amplified the brand’s message and impact. Spanto wasn’t just a designer—he was a cultural leader, a mentor, and a voice for the unheard.

Despite his health challenges, Spanto remained deeply involved in the brand, often infusing his personal struggles and triumphs into Born X Raised’s designs. His story—of survival, resistance, and unwavering commitment to community—continues to fuel the brand’s ethos. In many ways, his spirit is embedded in every piece they release.

Collaborations That Stay True to the Brand

In the world of fashion, collaborations often risk diluting a brand’s identity. But Born X Raised has managed to partner with major names while staying true to its roots. Whether working with Nike, the Los Angeles Dodgers, or local institutions like Venice High School, each collaboration is an extension of the brand’s narrative.

These partnerships aren’t just about aesthetics—they’re about storytelling and local pride. For example, their limited-edition Dodgers gear wasn’t just a stylish crossover between sports and fashion—it was a love letter to the city, a way to bring cultural pride into the mainstream. Each drop sells out fast, not just because of the hype, but because of the meaning behind the product.

More Than Fashion: A Community-Driven Mission

Born X Raised operates on a different wavelength compared to traditional streetwear brands. It isn’t just about profit margins or celebrity endorsements. It’s about community, history, and cultural preservation. The brand frequently hosts local events, supports grassroots organizations, and uses its platform to speak out on social justice issues.

In the aftermath of Spanto’s passing, the brand organized a memorial skate event and community gathering in Venice—a celebration of life and legacy. These aren’t just publicity stunts; they’re acts of solidarity with the people who inspired the brand in the first place. This community-first approach is what makes Born X Raised a movement rather than just a label.

Global Reach, Local Voice

Though Born X Raised has gained international acclaim, it has never lost its local voice. The core of the brand remains deeply tied to Los Angeles—its neighborhoods, its people, its struggles. Even as their clothing is worn by celebrities and sold in high-end boutiques, the messaging remains consistent: this is about the streets, not the suits.

The paradox of being a globally recognized brand with hyper-local roots is what gives Born X Raised its power. It speaks to a world audience while never abandoning the language of the people it was built for. This balance is difficult to maintain, but Born X Raised manages to walk that tightrope with integrity.

The Future: Carrying the Flame

The future of Born X Raised is both promising and uncertain, shaped by the loss of a founder but driven by a loyal team and a strong community. 2Tone and the rest of the crew have made it clear that the mission hasn’t changed. If anything, the stakes are higher. With each new collection, each new project, they are not just making clothes—they are continuing a legacy.

There’s a sense that Born X Raised is more important now than ever before. In a time when cultural authenticity is often co-opted for profit, the brand stands as a reminder that fashion can have roots, meaning, and mission. Their continued presence in the global scene ensures that the voices of those born and raised in overlooked communities are heard, respected, and represented.

Conclusion: A Brand Built on Soul

Born X Raised isn’t just clothing. It’s a declaration of existence in a world that often tries to erase certain identities. It’s a symbol of pride, pain, survival, and style—all rolled into one. By staying grounded in its origins while expanding its impact, the brand has carved out a place that few can replicate.

For many, Born X Raised isn’t a trend—it’s a lifestyle. It speaks for those who don’t usually get a platform. And as long as there are stories worth telling, communities worth defending, and cultures worth preserving, Born X Raised will remain a vital voice in the world of fashion and beyond.