Born X Raised: A Cultural Movement Rooted in Los Angeles
Born X Raised is more than just a streetwear brand — it is a cultural force that speaks directly to the heart of Los Angeles. Founded in 2013, it quickly emerged as a voice for the underrepresented communities of L.A., combining fashion with storytelling, heritage, and a sense of pride for one’s roots. What sets Born X Raised apart is its unapologetic authenticity. This isn’t fashion created in a vacuum — it’s born from lived experience, struggle, pride, and community.
The Origins of Born X Raised
The brand was created by Spanto and 2Tone, two lifelong friends who grew up in Venice, California, during a time of deep social and economic change. Gentrification was sweeping through their neighborhood, and many longtime residents found themselves pushed out of their homes and traditions. In response, Spanto and 2Tone launched Born X Raised as a form of resistance — a way to honor their heritage and ensure their culture wasn’t erased by development and commercialism.
The brand’s name itself is a statement: “Born X Raised” is a reminder of where they come from and who they are. It reflects a loyalty to their community, their upbringing, and the street-level experiences that shaped them.
Deep Ties to Los Angeles
At the heart of Born X Raised is a deep connection to Los Angeles. Every collection, every campaign, and every collaboration echoes the stories of the city’s diverse neighborhoods. Whether it’s South Central, Venice, or East L.A., Born X Raised represents the people who have always been there — not the transplants or tourists, but the ones who lived and survived through it all.
The brand captures L.A. not just as a glamorous city of dreams, but as a gritty, complex, and often misunderstood metropolis. It shows the raw, unfiltered side of life in L.A., celebrating the culture that mainstream narratives often overlook.
Cultural Representation and Storytelling
One of Born X Raised’s most significant contributions is its commitment to cultural storytelling. Instead of chasing trends, the brand leans into real-life experiences — the kind of stories that are passed down in neighborhoods, in barbershops, at block parties, and family gatherings. Their designs frequently feature references to L.A. street culture, Chicano heritage, gang history, and local landmarks.
This storytelling isn’t confined to Bornxraised hoodie clothing. The brand often releases short films, photoshoots, and campaigns that feel like documentaries. They’re raw, emotional, and often highlight issues like displacement, violence, incarceration, and identity. In doing so, Born X Raised has positioned itself not just as a brand, but as a platform for voices that aren’t usually heard in the fashion industry.
Collaborations That Matter
Born X Raised has become known for its impactful collaborations — not just with other brands, but with people and institutions that matter to the community. Collaborations with sports teams like the Los Angeles Dodgers or organizations like the Los Angeles Football Club (LAFC) aren’t just marketing moves. They’re opportunities to blend cultural pride with mass visibility.
Even partnerships with global brands like Nike or Converse feel rooted in purpose. These projects often include community events, give-back programs, or messaging that uplifts marginalized groups. Born X Raised makes sure that any collaboration reflects its core values: community, authenticity, and heritage.
Fashion With Purpose
In an industry often criticized for being superficial, Born X Raised offers something real. The brand doesn’t just make clothes; it makes statements. The slogans used in their collections — such as “Gentrification Is Genocide” or “No Posers” — aren’t meant to be edgy for the sake of attention. They reflect deep truths and challenge the fashion world to look beyond aesthetics.
Every drop is limited, and that scarcity creates a sense of urgency. But it’s not about hype — it’s about honoring the moment. Fans of the brand know that each piece tells a story, and that makes it more than just fashion. It becomes a badge of identity.
Spanto’s Legacy
One cannot speak about Born X Raised without acknowledging Spanto’s role. As one of the co-founders, Spanto infused the brand with his personal experiences, struggles, and triumphs. His own battles, including his fight with cancer, were well-known within the community. But even through adversity, Spanto never wavered in his mission to give back to the city that raised him.
His death in 2023 was a profound loss to the streetwear world and the city of Los Angeles. However, his spirit lives on in every piece Born X Raised produces. His vision and passion continue to guide the brand, ensuring it never loses its authenticity or heart.
Community Over Hype
Born X Raised doesn’t chase clout — it builds community. That philosophy has earned the brand a cult-like following. It doesn’t rely heavily on influencers or celebrities to market its products. Instead, its power comes from the people who truly connect with its message.
Pop-up shops in local neighborhoods, community giveaways, and charity events are all part of the brand’s DNA. Even the choice of models — often regular people from the community instead of professional models — reflects its commitment to keeping things real.
The Future of Born X Raised
Looking ahead, Born X Raised shows no signs of slowing down. The brand has managed to grow while staying true to its roots, a rare feat in an industry driven by constant change. It has evolved from a local L.A. label into a respected name in global streetwear, yet its soul remains intact.
As it continues to expand, the challenge will be maintaining its authenticity. But if the past decade is any indication, Born X Raised will continue to honor its mission. Its future lies in continuing to tell the stories that others overlook, to uplift communities that are too often forgotten, and to remind the world that where you come from matters.
Conclusion
Born X Raised isn’t just clothing — it’s a movement, a voice, and a form of resistance. In an industry dominated by trends and surface-level messaging, it stands out by staying rooted in truth. Through powerful storytelling, cultural pride, and an unwavering connection to its hometown, the brand has carved out a unique and vital space.
