In a world increasingly driven by hype and fast fashion, Born x Raised stands as a defiant testament to authenticity, community, and cultural preservation. More than just a streetwear brand, Born x Raised is a love letter to Los Angeles—its history, its people, and its ever-evolving soul. Founded in 2013 by Chris “Spanto” Printup and Alex “2Tone” Erdmann, the brand quickly built a reputation not only for its striking aesthetic but also for its unapologetic stance on identity, displacement, and loyalty to the neighborhood.
Origins in Venice: A Tale of Two Founders
Born x Raised was birthed from the grit and glory of Venice, California—a place that has undergone dramatic transformation over the years. For Spanto, a Native American and Mexican-American born and bred in Venice, gentrification wasn’t an abstract concept; it was something he lived. The cultural fabric of his hometown was being torn apart by rapid development and rising rents, pushing out families and communities that had been there for generations. He saw his friends move away, his culture diluted, and the identity of the city rewritten by outsiders.
This personal experience would become the foundation of Born x Raised. Alongside co-founder 2Tone, a creative with deep ties to graffiti, music, and LA’s underground scene, the duo set out to create something that wasn’t just stylish, but meaningful. Their vision was clear: to build a brand that represented the real Los Angeles—one that honored its past and stood firm in the face of cultural erasure.
Aesthetic With a Message
Born x Raised’s design language is bold, brash, and unfiltered. Their signature Gothic typography, often splashed across tees, hoodies, and varsity jackets, feels like a modern echo of gang signage, lowrider scripts, and old-school LA murals. The phrases are short but loaded—“Gentrification is Genocide,” “On the Turf,” “No One Dies in the Hood They Were Born”—each one a declaration of existence, resistance, and rootedness.
But the brand’s visual style isn’t just a marketing gimmick. Every release is layered with narrative. Whether it’s referencing local sports teams, Chicano culture, Native identity, or even Venice Beach’s checkered history, Born x Raised uses fashion as a vehicle for storytelling. Each piece is a protest and a tribute, a way of reclaiming space in a city constantly pushing the margins.
Community Over Clout
While many streetwear brands chase trends and influencers, Born x Raised has always stayed local and loyal. Their community-first ethos is evident in everything they do—from grassroots collaborations to their support of local businesses and youth organizations. They don’t just sell to the streets; they invest in them.
One of their most notable moves was partnering with local LA schools to give back through mentorship and apparel drops where proceeds were used to fund scholarships. They've also used their platform to speak out on issues like police brutality, systemic racism, and Native sovereignty—topics that many brands shy away from in fear of alienating consumers. For Spanto and 2Tone, silence was never an option. They weren’t just creating clothes; they were building a movement.
Collaborations That Matter
Despite their independent spirit, Born x Raised hasn’t shied away from high-profile collaborations. What sets them apart, though, is their ability to bring authenticity into every partnership. Their collabs with brands like Nike, Converse, and Levi’s weren’t just about slapping logos together—they were cultural mashups that told stories of LA’s soul.
Their 2021 Nike SB Dunk Low, for example, was an homage to the resilience of Venice and the spirit of those displaced by gentrification. The shoe featured handstyle text and motifs that referenced community identity, all wrapped in a clean but gritty design aesthetic. Similarly, their work with the Dodgers brought the street and the stadium together, celebrating the city's unity across race, class, and background.
Each collaboration is carefully chosen and thoughtfully executed, keeping the brand’s core values intact while reaching wider audiences without compromise.
Loss and Legacy: The Passing of Spanto
In early 2023, the streetwear world was shaken by the news of Spanto’s passing after a long battle with cancer. His death marked the end of an era, but also solidified the brand’s legacy in a new way. Spanto had become more than a designer—he was a symbol of resistance, pride, and transformation. His voice carried the weight of generations, and his vision continues to guide Born x Raised through every release.
In the aftermath of his passing, the brand didn't fade—it burned even brighter. Collections became more introspective, tributes poured in from artists, athletes, and creatives around the globe, and Spanto’s life story became an emblem of what it means to fight for your culture.
2Tone, now at the creative helm, continues to lead the brand with the same heart and purpose that defined its beginnings. The message is the same: never forget where you came from.
Beyond Fashion: A Cultural Movement
To define Born x Raised simply as a clothing line would be to miss the point. It’s a philosophy, a rebellion, and a reminder. It’s about honoring the old heads, keeping the stories alive, and making sure the next generation knows who paved the way. In a city as diverse and fractured as Los Angeles, Born x Raised serves as connective tissue—binding history, hardship, and hope.
The brand also reflects a broader trend in fashion: the resurgence of storytelling and rootedness. As consumers become more conscious of where and how they spend their money, brands like Born x Raised—those built on values rather than virality—are setting the tone for the future.
The Road Ahead
As Born x Raised moves into its second decade, the path forward looks both promising and profound. With a rock-solid foundation, a loyal fan base, and a deeply emotional legacy to copyright, the brand is poised to continue pushing boundaries—not just in fashion, but in how we think about community, identity, and the places we call home.
Through all the shifts in the cultural landscape, Born x Raised remains exactly what it set out to be: a platform for the unheard, a mirror to the city, and a celebration of being loyal to the soil.