Born x Raised, a Los Angeles-based streetwear brand, is bornxraisedclothing.com more than just clothing; it is a cultural statement. Founded in 2013 by Spanto (Chris Printup) and Alex “2Tone” Erdmann, the brand has risen to prominence with its raw storytelling, deep community roots, and unapologetic representation of its Los Angeles heritage. It captures the essence of a city that thrives on diversity, resilience, and creativity.
Origins and Philosophy of Born x Raised
Born x Raised was conceived as a tribute to a disappearing Los Angeles. The brand emerged at a time when gentrification was rapidly transforming the city, pushing out long-standing communities and erasing cultural landmarks. Spanto, a Native American and Italian Angeleno, sought to preserve the identity of the neighborhoods he grew up in, such as Venice and West LA.
The name “Born x Raised” symbolizes pride in one’s origins. The “x” signifies the intersection of various cultural and social influences that define LA, while “Raised” honors the upbringing and traditions that shape individuals. The brand’s philosophy centers on authenticity, respect for heritage, and the fight against displacement and cultural erasure.
Design Aesthetic and Iconography
Born x Raised’s aesthetic is raw, unfiltered, and deeply personal. Its designs often incorporate bold typography, gothic fonts, and slogans that resonate with urban culture. Phrases like “On the Turf” and “City of Angels” highlight the brand’s connection to LA, while imagery of local landmarks and cultural symbols create a sense of nostalgia.
The graphics often carry a duality—celebrating the vibrancy of the city while mourning its loss to modernization. The use of vibrant colors juxtaposed with darker, grittier themes reflects the complexity of LA life. This approach has made Born x Raised stand out in the crowded streetwear market.
Collaborations That Redefine Streetwear
Born x Raised has gained significant attention for its collaborations with major brands, sports teams, and artists. These partnerships are not mere business ventures but extensions of the brand’s ethos.
- Nike Collaboration: In 2023, Born x Raised collaborated with Nike to release a special edition Dunk Low sneaker. The shoe featured reflective details, custom branding, and a tribute to Spanto’s late father. The collaboration was a massive success, symbolizing the merging of grassroots streetwear with global sportswear.
- LA Dodgers Partnership: The brand’s collaboration with the Los Angeles Dodgers was a cultural milestone. The collection, which included jerseys, hats, and hoodies, celebrated the city’s love for baseball and its diverse communities.
- Community Collaborations: Born x Raised has also worked with local artists and organizations, emphasizing its commitment to uplifting voices from marginalized neighborhoods. These projects often blend art, music, and fashion to create multidimensional experiences.
Cultural Resonance and Influence
Born x Raised has become a voice for communities that often go unheard. The brand’s storytelling strikes a chord with individuals who have experienced the struggles and beauty of urban life. Its commitment to representing LA’s true essence has garnered a loyal following, including celebrities like Kendrick Lamar, Lebron James, and Travis Scott.
The brand’s influence extends beyond fashion. It has played a significant role in promoting conversations about gentrification, identity, and cultural preservation. By highlighting these issues, Born x Raised has positioned itself as a socially conscious brand that stands for more than just clothing.
Challenges and Resilience
The journey of Born x Raised has not been without challenges. Spanto’s battle with cancer and his eventual passing in 2023 was a significant loss for the brand and its community. Despite this, the brand remains resilient, with Alex “2Tone” and the team continuing to honor Spanto’s vision.
This resilience mirrors the very spirit of Los Angeles—a city that constantly reinvents itself despite hardships. Born x Raised’s ability to thrive in the face of adversity is a testament to its authenticity and the loyalty of its community.
The Role of Social Media and Marketing
Born x Raised owes much of its success to its innovative use of social media. Platforms like Instagram have allowed the brand to connect directly with its audience, showcasing new collections, collaborations, and behind-the-scenes stories. The raw, unfiltered tone of its posts resonates with followers, creating a sense of intimacy and authenticity.
The brand’s marketing strategy focuses on storytelling rather than conventional advertising. Its campaigns often feature real people from the community, reflecting the diversity and vibrancy of Los Angeles. This approach has made Born x Raised a relatable and aspirational brand.
The Future of Born x Raised
As Born x Raised moves forward, its commitment to preserving and celebrating LA’s culture remains at its core. The brand has hinted at expanding its reach while staying true to its roots. Future collaborations, both within and outside the fashion industry, are likely to push creative boundaries and solidify its position as a cultural icon.
Additionally, Born x Raised aims to continue its philanthropic efforts, supporting initiatives that benefit underserved communities in Los Angeles. This includes creating opportunities for local artists, funding community programs, and using its platform to advocate for social justice.
Conclusion
Born x Raised is more than a clothing brand; it is a movement that encapsulates the soul of Los Angeles. Through its powerful storytelling, community focus, and innovative designs, it has carved out a unique space in the world of streetwear. For those who wear Born x Raised, it is not just a fashion statement but a badge of honor—a declaration of pride in their roots and resilience in the face of change.
