Born x Raised is more than a streetwear label — it’s a cultural movement born from the streets of Los Angeles, telling stories often left unheard. Founded in 2013 by Chris "Spanto" Printup and Alex "2Tone" Erdmann, the brand emerged as an authentic voice representing the rapidly changing face of L.A.'s neighborhoods. At its heart, Born x Raised is deeply rooted in resistance, heritage, and pride, giving visibility to communities that have historically been marginalized or displaced in the name of progress and gentrification.
The name itself, Born x Raised, speaks volumes about the brand’s philosophy. It is a statement of belonging, identity, and defiance. For the founders, who both grew up in Los Angeles, it was critical to create something that reflects the genuine pulse of their city — not the Hollywood-glamorized version sold to tourists, but the raw, gritty reality of everyday people trying to survive and thrive in neighborhoods that were rapidly transforming.
Chris Printup, known as Spanto, was of Native American and Italian descent and raised in Venice, a part of L.A. that saw significant gentrification over the years. His own experiences with displacement and struggle informed the ethos of the brand. Born x Raised's designs frequently reference local symbols, old-school fonts, and cultural markers that harken back to a version of Los Angeles that is slowly disappearing under the pressure of urban development and commercialization. When Spanto was diagnosed with cancer early in the brand's inception, the fight against both personal and cultural erasure became even more urgent and potent in his work.
Meanwhile, Alex 2Tone brought his own deep knowledge of graphic design and L.A. culture to the table. A former graffiti artist and music video director, 2Tone's eye for aesthetics helped shape Born x Raised’s distinct look — bold, confrontational, and unapologetically loyal to its roots. Together, Spanto and 2Tone built a label that doesn't just sell clothes but narrates a story of survival, resistance, and authenticity.
Born x Raised's graphics are known for their strong political and cultural messages. Phrases like "Gentrification Is Genocide" appeared on early pieces, starkly confronting the realities of displacement in L.A.'s communities of color. This boldness quickly distinguished the brand from more commercial streetwear labels, positioning it as a voice of protest and advocacy. Their designs pull from the aesthetics of lowrider culture, Chicano art, old English typography, and Catholic iconography — all powerful symbols within Los Angeles's working-class neighborhoods.
While streetwear has become a global phenomenon, often losing its connection to the streets in the process, Born x Raised remains deeply local. Every release, event, and collaboration is carefully chosen to resonate with their community. Their popular "On the Turf" parties, for example, are community gatherings that bring together artists, musicians, and locals, reinforcing the brand's commitment to celebrating L.A.'s rich cultural tapestry.
Collaborations have played a key role in expanding Born x Raised's reach while maintaining its integrity. They've partnered with heavyweights like Nike, Converse, and the Los Angeles Dodgers, bringing their hyper-local identity to global platforms. But even in these collaborations, the brand stays true to its roots. For instance, their collaboration with Nike honored Spanto's late father and his Native American heritage, weaving personal narrative into the fabric of the release. Their Dodgers collaboration celebrated not just the team but the diverse communities that call Los Angeles home.
Beyond fashion, Born x Raised has evolved into a cultural institution. The brand frequently uses its platform to spotlight artists, photographers, and musicians from L.A., amplifying voices that often get overshadowed in mainstream narratives. Through short films, lookbooks, and social media, they document the ongoing evolution of the city while honoring its past.
What sets Born x Raised apart is its commitment to authenticity. In an industry that often commodifies culture for profit, Spanto and 2Tone have been adamant about keeping their message intact. This unwavering stance has earned them a loyal following, not just in Los Angeles but worldwide among those who see their own struggles reflected in the brand's narrative.
However, the journey hasn’t been without its challenges. Spanto’s battle with cancer, which he publicly shared with the brand's supporters, brought a raw human element to the brand's identity. His resilience became a symbol of Born x Raised's overarching theme — the fight against erasure, whether by illness, gentrification, or cultural appropriation. Sadly, Spanto passed away in 2023, a loss that resonated deeply with the brand's community and beyond. But even in his absence, his vision continues to drive Born x Raised forward.
Today, Born x Raised stands as a testament to the power of storytelling in fashion. It proves that clothes can do more than just adorn the body; they can carry history, resistance, and identity. As L.A. continues to evolve, with its skyline rising and neighborhoods shifting, Born x Raised remains a stubborn, proud reminder of the people and cultures that built the city from the ground up.
The brand’s future looks set to continue this legacy, with 2Tone and the Born x Raised team committed to honoring Spanto’s memory and the brand's mission. Whether through new collections, collaborations, or community events, Born x Raised will likely remain a pillar in streetwear culture, serving as a beacon for authenticity and cultural preservation in an ever-changing world.
