Born x Raised: A Brand Built on Legacy, Loyalty, and the Streets of L.A.

In a world where streetwear often imitates but rarely innovates, Born x Raised stands apart as a deeply rooted, culturally committed brand that doesn’t just reflect the streets—it represents them. Founded in 2013 by Spanto (Chris Printup) and 2Tone (Alex Erdmann), Born x Raised is not just a clothing label; it’s a love letter to Los Angeles, its people, and the often-overlooked neighborhoods that shaped its creators.

Origins in the Neighborhood

Born x Raised didn’t come out of a fashion incubator or a design school—it was born out of struggle, identity, and community. Spanto, a Native American and Mexican-American from Venice, California, brought his own lived experience to the heart of the brand. Growing up amidst gang culture, gentrification, and socio-political tension, he saw his city transforming, and not always for the better. Born x Raised was his way of resisting that change—of preserving the voices, stories, and essence of the original communities being displaced.

From day one, the brand’s message was clear: this is for the locals. Not for the tourists. Not for the developers. Not for the outsiders who never understood the culture but now want to sell it. The phrase “Born x Raised” doesn’t just imply a place of birth—it signifies loyalty, resilience, and the pride of coming from somewhere and surviving it.

Streetwear with Substance

While many brands in the streetwear space rely heavily on trends, Born x Raised has always marched to its own beat. Its aesthetic is raw, unapologetic, and deeply personal. The brand’s graphics frequently pay homage to L.A. iconography—Chicano art, graffiti, tattoo culture, classic lowrider style, and even memorial T-shirts. These aren’t just designs; they’re statements.

Bold slogans like “On the Turf”, “Gentrification is Genocide”, and “Support Your Friends” aren’t just catchy phrases—they're declarations of identity and protest. In an era where fashion can feel increasingly hollow, Born x Raised infuses its pieces with soul.

At its core, the brand is a disruptor. It challenges the sanitized narratives of Los Angeles that dominate mainstream media. Through limited drops, community-first events, and deeply meaningful collaborations, Born x Raised has created a loyal following that isn’t just about clothes—it’s about belonging.

Culture, Not Just Clothing

What sets Born x Raised apart is its unwavering commitment to culture. This isn’t a brand trying to "tap into" a vibe—it is the vibe. Spanto and 2Tone made sure that every move was rooted in authenticity. Whether they were printing T-shirts or partnering with national teams like the Los Angeles Dodgers, they kept the local narrative front and center.

Their collaboration with the NFL’s Las Vegas Raiders wasn’t just about team merch—it was a fusion of sports, identity, and West Coast pride. When they dropped a capsule collection with the Dodgers, it sold out instantly—not just because of hype, but because it felt like a celebration of L.A.’s soul.

Born x Raised also made waves in the fashion world without ever losing its street credibility. The brand’s pieces have been spotted on celebrities, athletes, and hip-hop artists, but it never compromised its message. Whether on the backs of A-listers or kids from the neighborhood, the meaning remains the same.

A Community-First Mission

More than just designs, Born x Raised has always prioritized giving back. The brand regularly hosts events and initiatives aimed at uplifting underserved communities, paying tribute to lost lives, and creating spaces for underrepresented voices.

Spanto, who was diagnosed with cancer in 2013, used his platform to inspire and empower. He often spoke about healing, spirituality, and the strength it takes to survive—not just disease, but systems of oppression. His personal resilience became part of the brand’s DNA. When he tragically passed away in 2023, the community mourned not just a creative leader, but a real one. Someone who had been there, who had seen it, and who never forgot where he came from.

Even in mourning, the brand stood strong, carrying forward the message that Born x Raised is not about one person—it’s about many. It’s about every kid who felt unseen. Every neighborhood erased. Every story untold.

The Fight Against Gentrification

One of the recurring themes in Born x Raised’s work is a vocal opposition to gentrification. Spanto once said, “They tore down my city, and I’m still mad about it.” That sentiment echoes through much of the brand’s imagery and messaging.

Where others sell nostalgia, Born x Raised sells reality. The brand documents the erasure of cultural spaces, the repackaging of working-class neighborhoods, and the exploitation of aesthetics that once belonged solely to marginalized communities. By reclaiming these visuals and symbols, Born x Raised acts as both a fashion label and a cultural archivist.

The Future of Born x Raised

Following Spanto’s passing, questions swirled about the brand’s future. But Born x Raised had always been more than a single person—it’s a movement, a mission, and a mentality. With 2Tone still at the helm and a devoted team committed to honoring Spanto’s vision, the brand continues to evolve while remaining grounded in its origins.

The drops are still exclusive. The messages are still loud. And the community is still at the heart of everything they do. The legacy that began in the streets of Venice continues to inspire new generations, not just in Los Angeles, but around the world.

More Than Merch

Born x Raised isn’t just selling hoodies, tees, or snapbacks. It’s selling history, memory, and pride. It’s about never forgetting where you come from, even when the world wants to erase it. In a landscape where brands are constantly pivoting, rebranding, or chasing clout, Born x Raised stays true to the turf.

It’s for the ones who never left.
For the ones who built the block.
For the ones who were born there—and raised by it.