Born x Raised: A Legacy Written in Concrete

Born x Raised isn’t just a streetwear label. It’s a cultural manifesto—a loud, unfiltered, and unapologetic love letter to Los Angeles, penned by the people who’ve lived its story from the inside out. It doesn’t cater to trends, nor does it water down its message for broader appeal. Instead, it amplifies the raw voices of those born and bred in the shadows of the city’s glimmering skyline, those who’ve experienced its beauty and brutality in equal measure.

Founded in 2013 by Spanto (Chris Printup) and 2Tone (Alex Erdmann), Born x Raised emerged as a reaction, a rebellion, and a tribute. At its core, the brand is about identity—both personal and collective. It's about honoring the neighborhoods that raised its founders, the culture that shaped them, and the people whose stories often go untold.

A Brand Rooted in Realness

Born x Raised was born from a deep desire to protect what was being lost. As gentrification swept across Los Angeles, pushing out long-time residents and erasing generations of local history, Spanto saw his community changing beyond recognition. The Venice he knew was disappearing, replaced by an aesthetic version of itself stripped of its authenticity. Born x Raised became his way of fighting back—not with violence, but with vision.

The brand name itself carries weight. “Born x Raised” isn’t a slogan—it’s a statement. It’s a claim to heritage, a way of saying “we were here first.” The “x” between the words isn’t just a stylistic choice—it symbolizes a collision. It’s where pride meets pain, where culture clashes with capitalism, and where tradition stands its ground.

Each collection tells a story—sometimes subtle, sometimes aggressive—but always deeply personal. From tees and hoodies to jackets and caps, the pieces are more than just apparel. They’re symbols. Wearing Born x Raised is like flying a flag, representing a culture that refuses to be erased.

The Language of the Streets

Born x Raised speaks in a dialect few brands dare to use. It’s not corporate, it’s not polished, and it certainly isn’t neutral. It’s the language of LA’s alleys, barbershops, basketball courts, backyard parties, and lowrider cruises. It’s bold, it’s brash, and it’s honest.

Visually, the designs pull from Chicano art, gang iconography, vintage signage, and the aesthetics of old-school LA. But they’re never used without purpose. Every visual has meaning—every font, every phrase, every color scheme. It's all rooted in experience.

The phrase “On the Turf” appears often in the brand’s visuals—a nod to loyalty to one's neighborhood. This idea of turf, of territory, isn’t about exclusion. It’s about memory, identity, and connection. It's about honoring where you come from, no matter how far you go.

Collaborations with Depth

Over the years, Born x Raised has partnered with a range of names—Nike, Converse, the Los Angeles Dodgers, and even the NFL. But unlike many hype-driven collabs in fashion, these partnerships never dilute the brand’s message. Instead, they bring mainstream attention to the people and places that have long been overlooked.

The Nike collaboration, for instance, wasn’t just about a new pair of shoes. It was about storytelling. It included pieces that honored Spanto’s father, the Native roots of the community, and the very streets that shaped him. Even in big-name projects, Born x Raised never loses its sense of place.

Spanto: The Heart Behind the Brand

Much of Born x Raised’s soul can be traced back to Spanto himself—a figure whose life was as complex as the city he represented. Diagnosed with cancer before the brand even launched, Spanto lived his life with a sense of urgency and authenticity that permeated everything he touched.

He never saw Born x Raised as a fashion brand. To him, it was a form of activism, a way to keep memory alive. Through his work, he gave voice to people like himself—people who were often misrepresented or entirely invisible in mainstream media.

Even in the face of personal health battles, Spanto remained dedicated to the mission. He used his platform to support youth programs, create community events, and uplift others from the same streets that raised him.

Spanto passed away in 2023, but his vision lives on. Every drop, every photoshoot, every campaign still carries the spirit of someone who truly loved where he came from.

More Than Merchandise

Born x Raised doesn’t sell clothes—it sells context. That’s why its pieces are released in limited drops, each one tied to a deeper message. Whether it’s protesting the displacement of communities, honoring LA’s diverse neighborhoods, or addressing social issues head-on, the brand has always stood for something more than just aesthetics.

In a world where streetwear often feels hollow—driven more by resale value than real values—Born x Raised offers something rare: sincerity. It doesn’t chase clout. It doesn’t play it safe. It speaks its truth, even if that truth makes people uncomfortable.

And that’s why it resonates.

Born x Raised reminds us that fashion can still have a heart, that streetwear can still tell stories that matter. It shows that staying true to your roots isn’t just a personal choice—it’s a powerful act of resistance.

The Legacy Continues

Even as the brand expands its reach and builds new collaborations, Born x Raised remains grounded. It hasn’t forgotten where it came from, and it never will. It continues to honor the streets, families, and histories that mainstream culture often tries to rewrite or erase.

The legacy of Born x Raised is far from finished. It lives on in every drop, every mural, every photo, and every kid rocking a tee that means more than it looks. It’s a testament to a city’s spirit and a founder’s dream.

In the end, Born x Raised isn’t for everyone—and that’s the point. It’s for the ones who know, the ones who lived it, the ones who never left even when the world changed around them.

Born x Raised is for the real ones. Always has been. Always will be.