Born X Raised is more than just a streetwear brand—it is a cultural movement that captures the spirit of Los Angeles while honoring the communities that shaped the city long before its trendy neighborhoods and glossy tourism campaigns. Established in 2013 by Chris “Spanto” Printup and his partner Alex “2Tone” Erdmann, Born X Raised (often stylized as BornXRaised) emerged as an authentic voice for the often-overlooked neighborhoods and subcultures of LA. The brand has grown into a respected name in global street fashion while staying true to its deeply rooted mission: to preserve and represent the traditions, struggles, and resilience of native Angelenos.
At its core, Born X Raised reflects the tensions between old and new Los Angeles. As gentrification began sweeping through historically working-class areas such as Venice, Echo Park, and Boyle Heights, the founders created Born X Raised as a form of protest and preservation. Spanto, hailing from Venice with Native American and Chicano heritage, witnessed firsthand the erasure of his community’s identity. This personal connection to the changing urban landscape fuels the brand’s fierce pride in representing those who feel displaced or silenced.
One of the most distinctive aspects of Born X Raised is its unapologetic aesthetic. The designs pull heavily from LA’s local culture—Chicano art, gang lettering, lowrider motifs, and Catholic iconography—while mixing in broader streetwear influences. The brand’s signature gothic typography and provocative slogans often convey messages about survival, loyalty, and authenticity. Unlike more commercially-driven labels that follow fleeting fashion trends, Born X Raised maintains a visual language that is both timeless and regionally specific.
The brand’s slogan, “On the Turf,” underscores its commitment to representing its community. For Spanto and 2Tone, “the turf” isn’t just physical territory—it’s cultural space that belongs to the people who have lived, fought, and thrived there for generations. This mindset distinguishes Born X Raised from other streetwear brands that may appropriate urban aesthetics without genuine connection to the communities they depict.
Collaboration has also played a pivotal role in Born X Raised’s rise to prominence. Over the years, the brand has partnered with major names like Nike, Converse, the Los Angeles Dodgers, and the NHL’s LA Kings. These collaborations are not mere business transactions but cultural statements that bridge grassroots authenticity with mainstream platforms. For example, the collaboration with the Dodgers—a franchise that has its own complicated history with the city’s displaced residents—allowed Born X Raised to bring its message to the center of LA’s sporting identity, resonating with both die-hard locals and fashion enthusiasts.
Despite its growth, Born X Raised has never shied away from social commentary. The brand often tackles issues like gentrification, police violence, and cultural erasure through its campaigns and product releases. This unfiltered honesty has earned it a loyal following among people who see streetwear as more than fashion—as a vehicle for resistance and self-expression.
An essential part of Born X Raised’s DNA is its emphasis on storytelling. Each collection and campaign feels like a chapter in the ongoing narrative of Los Angeles. Whether through photo editorials that showcase real locals or lookbooks shot in iconic neighborhoods, the brand continually highlights the faces and places that define the city’s true identity. By doing so, Born X Raised positions itself not just as a brand but as an oral historian of LA’s shifting cultural landscape.
Spanto’s own personal story adds another layer of depth to the brand’s ethos. Having survived cancer and overcome various hardships, Spanto embodies the resilience that Born X Raised champions. His leadership style and vision reflect a deep understanding that success should be shared with the community. Under his guidance, the brand has hosted events and giveaways that directly benefit local families and youth, reinforcing its grassroots foundation.
Born X Raised’s impact extends beyond fashion circles. It has become a symbol of pride for many who feel marginalized by the city’s rapid transformation. In a landscape where authenticity is often commodified, the brand’s unwavering commitment to its origins sets it apart. It reminds people that streetwear, at its best, is not about hype but about heritage.
Moreover, the brand’s presence has helped shine a spotlight on the broader cultural contributions of LA’s communities of color, particularly Chicanos, Native Americans, and Black Angelenos. By elevating these narratives on an international stage, Born X Raised has played a crucial role in reshaping the global perception of Los Angeles, moving it away from the sanitized images of Hollywood and surf culture to something more grounded and real.
From a business standpoint, Born X Raised operates with a limited-release model, often dropping small collections that sell out quickly. This approach not only maintains the brand’s exclusivity but also reinforces its commitment to quality over quantity. Fans appreciate the rarity and meaning behind each piece, which often leads to high demand on secondary markets.
In the broader context of streetwear’s evolution, Born X Raised represents a return to the genre’s roots. Streetwear began as a grassroots movement driven by skateboarding, hip-hop, and urban youth culture—not by luxury labels or corporate sponsors. Born X Raised’s emphasis on local pride, community engagement, and political consciousness harks back to this original spirit, making it a beacon for those disillusioned with the commercialization of street culture.
Looking ahead, Born X Raised continues to expand its influence while staying grounded in its founding principles. Whether through new collaborations, pop-up shops, or community-driven projects, the brand remains committed to amplifying the voices of those who have long been ignored or displaced.
In summary, Born X Raised is not merely a streetwear label but a cultural institution that tells the story of a city in flux. Through its bold designs, community-centered ethos, and unwavering dedication to authenticity, the brand has carved out a unique space in the fashion world. It stands as a reminder that true style is inseparable from substance, and that fashion can—and should—serve as a platform for preserving heritage and inspiring resistance.
