Born X Raised is more than just a streetwear brand; it is a cultural movement born from the streets of Los Angeles and deeply tied to the city’s layered identity. Established in 2013 by Spanto (Christian Brunetti) and his creative partner 2Tone (Alex Erdmann), the brand emerged as a response to the rapid gentrification and transformation sweeping through LA neighborhoods. With roots that go deep into Venice and other historic parts of the city, Born X Raised stands as a defiant voice preserving the traditions, pride, and stories of communities that are often overlooked or displaced.
From its inception, Born X Raised has been unapologetically local. The very name — “Born X Raised” — serves as a badge of honor for those who have deep generational ties to their communities, contrasting with the influx of newcomers who sometimes reshape these neighborhoods without regard for their original residents. This core identity sets the tone for the brand's messaging, which often focuses on themes of loyalty, heritage, struggle, and survival within the urban landscape.
The aesthetic of Born X Raised is a fusion of street culture, Chicano art, old English typography, and references to gang iconography — elements that are instantly recognizable to anyone familiar with Los Angeles’ street history. Their designs often feature bold statements, symbolic graphics, and colors that reflect LA's diverse cultural tapestry. While some brands adopt street culture for aesthetic appeal, Born X Raised draws from lived experience, giving its pieces an authenticity that resonates deeply with its audience.
The brand's founders brought personal history to their creative vision. Spanto, who grew up in Venice when it was a far cry from today’s polished tourist destination, witnessed firsthand the challenges faced by his community as gentrification pushed out long-time residents. His experiences informed the brand's ethos, leading to collections that don’t just sell clothes but tell stories of resistance, resilience, and identity. Spanto's battle with cancer further deepened his commitment to leaving a lasting impact, using the brand as a platform to uplift and unify his community.
Born X Raised gained momentum in the fashion world by staying true to its roots while expanding its collaborations. Over the years, the brand has teamed up with iconic entities like the Los Angeles Dodgers, the NBA, Nike, and even luxury fashion houses. These collaborations are carefully curated to align with Born X Raised’s narrative, never diluting its message for mass appeal. For example, its collaboration with the Dodgers was more than just about putting a logo on a shirt — it was about celebrating the connection between the team and the city’s working-class communities.
Despite its rise in global recognition, Born X Raised continues to maintain a grassroots feel. Limited releases, pop-ups in historically significant LA neighborhoods, and community events keep the brand connected to its base. Its drop culture mirrors the exclusivity and hype associated with major streetwear labels, yet it’s balanced with genuine engagement with its supporters. Many of its collections pay homage to Los Angeles landmarks, local heroes, and cultural moments that shaped the city’s character.
One key aspect that distinguishes Born X Raised from other streetwear brands is its role as a cultural documentarian. Each piece is like a time capsule, preserving memories and sentiments of a changing Los Angeles. For instance, graphics featuring the old signage of defunct businesses, or nods to the graffiti and murals that once adorned certain neighborhoods, keep alive the memory of what once was. In this sense, Born X Raised operates as a guardian of local history, using fashion as a canvas to archive urban narratives.
The brand's social media presence mirrors its raw and unfiltered approach. Instead of polished marketing campaigns, its posts often showcase real people from LA’s streets — skaters, tattoo artists, musicians, and everyday locals — wearing the brand in their natural environments. This strategy builds authenticity and fosters a sense of belonging among its followers, reinforcing the idea that Born X Raised is a brand made for the community, by the community.
In terms of influence, Born X Raised has played a significant role in shaping modern streetwear by championing authenticity over trend-chasing. Its success opened the door for other brands rooted in local culture to find global audiences without compromising their origins. Furthermore, the brand has contributed to the larger conversation about gentrification, displacement, and cultural erasure, using fashion as a vehicle for social commentary.
Another important facet of Born X Raised is its commitment to philanthropy and giving back. The brand has organized numerous charity events, food drives, and fundraisers aimed at supporting LA’s underserved populations. Whether helping families affected by violence or providing resources during the pandemic, Born X Raised has consistently demonstrated that its mission extends beyond commerce.
Even as the fashion industry becomes increasingly saturated, Born X Raised stands firm as a brand with a purpose. Its collections continue to sell out, not only because of limited availability but because of the emotional weight they carry for those who see their own stories reflected in the designs. The loyalty of its customer base stems from this deep connection, making it more than just a transaction — it's a shared identity.
In conclusion, Born X Raised represents a powerful intersection of fashion, activism, and cultural preservation. Through its unapologetic embrace of LA’s gritty reality and its celebration of community pride, the brand has carved out a distinct place in the world of streetwear. Its success story is a testament to the enduring power of authenticity in an industry often dominated by fleeting trends. For many, wearing Born X Raised is not just about style — it's about claiming space, remembering where they come from, and standing firm in the face of change.
