In the crowded world of streetwear, few brands carry the cultural weight and authenticity of Born X Raised. More than just a clothing label, it’s a deep expression of Los Angeles identity, community struggle, and unapologetic pride in one’s roots. Founded in 2013, Born X Raised (pronounced “Born and Raised”) is the brainchild of Chris “Spanto” Printup and Alex “2Tone” Erdmann, two native Angelenos who sought to preserve and spotlight the disappearing culture of their hometown through fashion.
The Origin Story of Born X Raised
Born X Raised began not just as a fashion project, but as a cultural protest. The brand was founded at a time when gentrification was rapidly transforming Los Angeles neighborhoods, erasing the culture and history that Spanto and 2Tone grew up in. Spanto, who hailed from Venice, saw his once tight-knit, diverse community increasingly pushed out by development and affluence. He created Born X Raised as a tribute to those disappearing roots — to give voice to the people and places that were being forgotten.
The brand name itself is a declaration of identity. It reflects the pride of being raised in a city rich with culture, struggle, and tradition, and serves as a badge for those who’ve lived through both the beauty and harsh realities of life in L.A. From the beginning, Born X Raised was rooted in authenticity. Its founders weren’t outsiders capitalizing on urban culture — they were born in it, lived it, and used the brand as a medium to tell its real story.
Aesthetic and Philosophy
What sets Bornxraised hoodie apart is its strong sense of place and purpose. Its designs are deeply tied to Los Angeles, featuring bold typography, old English lettering, and references to local landmarks, lowrider culture, and street politics. Each drop feels like a message, a reminder of who the brand is for — and who it isn’t.
The visual identity of the brand is unapologetically raw. Shirts with slogans like “Gentrification is Genocide” and “No Fake Sh*t” call out the forces trying to commodify neighborhoods and identities. This refusal to water down their message has won the brand fierce loyalty, especially among those who feel marginalized or erased by mainstream narratives.
Born X Raised also frequently uses photography and videos to capture everyday life in L.A., portraying barbershops, car shows, and block parties in a way that honors their importance in the local community. Every element of their brand, from the models they choose to the locations they shoot in, reinforces their deep ties to real people and places.
Collaborations and Cultural Impact
Despite its anti-establishment roots, Born X Raised has achieved significant success in both underground and mainstream circles. Over the years, the brand has collaborated with iconic names like Nike, the Los Angeles Dodgers, and the NHL. These partnerships might seem surprising at first, but Born X Raised has always stayed true to its identity, even when working with major institutions.
Their 2023 collaboration with Nike was one of the most talked-about streetwear drops of the year, featuring the Born X Raised Nike SB Dunk Low. The release was both a creative triumph and a tribute to Spanto, who passed away from cancer shortly before the drop. It highlighted how far the brand had come while still staying rooted in its original mission.
Another powerful example of the brand’s influence was its partnership with the L.A. Dodgers. For many, seeing a streetwear brand with working-class roots co-branded with a Major League Baseball team symbolized the bridging of two worlds — the traditional institution and the community it was built on.
The Legacy of Spanto
Spanto’s death in early 2023 marked a deeply emotional moment not just for the brand, but for the entire streetwear and cultural community. Diagnosed with terminal cancer in 2013, Spanto didn’t let the disease define him. Instead, he used the time he had left to build something meaningful. His vision was always bigger than fashion. He wanted to create something that could outlive him — a voice for his people, a monument to the neighborhoods that raised him, and a challenge to systems of oppression.
Spanto’s presence continues to be felt in every move Born X Raised makes. His resilience, creativity, and deep loyalty to his city shaped the soul of the brand. While he may no longer be here in body, his spirit lives on in every collection, every design, and every message the brand puts out.
Born X Raised Today
Today, Born X Raised remains a powerful force in streetwear. While many brands lose their edge or sell out once they achieve fame, Born X Raised has maintained its integrity. It continues to release collections that speak directly to the community, always staying grounded in the real experiences of real people.
The brand also uses its platform for more than fashion. It has raised money for youth programs, supported initiatives aimed at preserving cultural history, and created space for conversations around race, class, and identity. Born X Raised proves that a brand can be both stylish and socially conscious, that it can look good while standing for something.
A Movement, Not Just a Brand
Born X Raised is more than just what you wear — it’s about what you represent. It stands for history, pride, resistance, and resilience. In an age where authenticity is often manufactured, Born X Raised remains real to the bone. It’s for those who remember where they came from and aren’t afraid to say it. It’s for people who’ve seen their cities change but refuse to be erased.
In many ways, Born X Raised reflects the current moment perfectly. As conversations about gentrification, cultural appropriation, and social justice continue to grow, the brand serves as a case study in how fashion can be used to make a statement without losing style. It’s a brand that speaks for those whose stories are rarely told in fashion lookbooks or marketing campaigns — and that’s what makes it so powerful.
Looking Ahead
As Born X Raised looks to the future, its mission remains as clear as ever: to tell the real stories of real people and to make clothing that means something. With a loyal following and a growing influence, the brand is poised to keep pushing boundaries — both creatively and culturally.
In a world that often forgets where it came from, Born X Raised stands as a reminder to honor your roots, fight for your community, and never sell out your truth.
