Born X Raised is more than just a clothing brand. It is a cultural statement, a voice for communities that have long been overlooked, and a reflection of a city’s identity that is rapidly changing. Created out of a deep sense of loyalty to Los Angeles, Born X Raised represents a response to gentrification, displacement, and the erasure of local culture. Founded by Chris “Spanto” Printup and Alex “2Tone” Erdmann, the brand has quickly grown into a symbol of pride for many who see themselves reflected in its raw, unapologetic aesthetic.

The Origins of Born X Raised

The story of Born X Raised begins on the streets of Venice, California. Spanto, who came from a long line of Native American and Mexican-American heritage, was deeply rooted in the culture of West Los Angeles. In the early 2010s, as gentrification reshaped his hometown, Spanto recognized that the culture he grew up with was being replaced by something more commercial, sanitized, and disconnected from its roots.

In response, he partnered with Alex “2Tone,” a creative with a background in photography, filmmaking, and design. Together, they founded Born X Raised not just as a fashion label, but as a statement of resistance. The brand quickly became known for its bold slogans like “Gentrification is Genocide” and “On the Turf,” which resonated with communities experiencing cultural erasure.

Design Language and Street Influence

Born X Raised's design aesthetic is raw, bold, and rooted in street culture. The graphics often incorporate elements of Chicano culture, old English typography, and symbols that harken back to Los Angeles street life. Every drop of clothing tells a story. From T-shirts and hoodies to limited-edition varsity jackets and collaborations, the pieces speak a language that locals understand deeply.

Their work stands out because it refuses to water down the culture it represents. Rather than chasing trends, Born X Raised stays authentic to its origins. The brand’s storytelling extends through its lookbooks and campaigns, which often feature real people from LA neighborhoods—barbers, skaters, car club members, and muralists.

Cultural Representation and Impact

One of the most powerful aspects of Bornxraised hoodie is how it represents communities that are often invisible in mainstream fashion. It doesn't just sell clothes; it tells stories. It gives a platform to people from East LA, South Central, and Venice. The brand has brought a sense of pride to these areas by highlighting their beauty, resilience, and history.

Born X Raised has also had a strong impact on youth culture. For many young people growing up in LA, wearing the brand is a way of showing where they come from and what they stand for. It’s an expression of identity, a celebration of heritage, and a silent protest against cultural displacement.

Collaborations and Milestones

Despite starting as an underground label, Born X Raised has managed to build impressive partnerships with major brands and sports teams. Collaborations with Nike, the Los Angeles Dodgers, and even the NBA have helped elevate the brand while maintaining its message.

One of the most notable collaborations was with Nike, which brought the brand’s signature attitude to a wider global audience. Yet, even with the larger platform, Born X Raised refused to compromise its roots. The designs stayed true to the streets, often featuring LA-centric themes that honored neighborhoods, gang history, and cultural movements.

These collaborations weren’t just about exposure—they were about claiming space. When Born X Raised works with a global brand, it brings the culture of LA’s underrepresented communities to a global stage. It's a form of cultural preservation in the face of globalization.

Challenges and Loss

The journey of Born X Raised hasn’t been without hardship. In 2023, co-founder Chris “Spanto” Printup tragically passed away. His death was a massive blow to the community and to the brand. Spanto wasn’t just a designer—he was a cultural warrior, an icon, and a true voice of the people.

After his passing, the brand faced the challenge of continuing without one of its visionaries. Yet, the foundation Spanto helped build remains strong. Born X Raised continues to thrive as a tribute to his vision, his message, and his unrelenting love for his city.

Legacy and What Lies Ahead

Born X Raised has already cemented itself as more than a clothing company. It’s a legacy. It's a movement built on love for the neighborhood, on pride in cultural roots, and on resistance to the forces that threaten to erase them.

The brand’s future will likely continue along the path it has always followed—creating high-quality, story-driven collections that reflect the real Los Angeles. As new waves of creatives join the movement, Born X Raised is poised to expand its reach while staying loyal to its origin.

The continued growth of the brand will also depend on how it adapts to a world that increasingly commodifies street culture. But if history is any indicator, Born X Raised will never sell out. It’s not just about being cool—it’s about being real.

Conclusion

Born X Raised is a powerful reminder that fashion can be more than fabric and thread. It can be a vessel for truth, a tool for resistance, and a celebration of culture. Through its gritty graphics, bold slogans, and deeply rooted ethos, Born X Raised has built a legacy that echoes far beyond the streets of Los Angeles.

It speaks to anyone who’s ever felt pushed out, misrepresented, or ignored. And in doing so, it gives them a voice, a uniform, and a reason to stand tall. The brand may have started in Venice, but its impact resonates globally. Born X Raised is not just a name—it’s a declaration.