Born x Raised and the Art of Keeping It Real

Born x Raised: A Cultural Movement in Fabric

Born x Raised is not just a brand—it’s a voice, a message, and a memory stitched into cotton and ink. Created by Spanto (Brandon “Spanto” Zavalas) and 2Tone (Alex Erdmann) in 2013, Born x Raised emerged from the streets of Venice, California, with an ethos rooted in pride, authenticity, and resistance against the gentrification of identity. It’s streetwear with a soul—one that refuses to be quiet about where it comes from and who it stands for.

The Neighborhood That Made It

The phrase “born and raised” isn’t thrown around lightly in Los Angeles. In a city that’s constantly reinventing itself, holding onto roots becomes a form of resistance. That’s what Born x Raised represents: a tribute to those who’ve grown up in neighborhoods that are slowly being erased—culturally, economically, and historically.

Spanto’s vision was deeply personal. As a third-generation Angeleno, he witnessed his community in Venice being overtaken by gentrification. Families that had lived there for generations were priced out, pushed aside by new development and a changing demographic. Born x Raised became his way of fighting back—not with fists, but with fonts and fabrics.

2Tone, with a background in art and design, brought that vision to life visually. The duo channeled their frustration, love, and loyalty into apparel that made a statement. Every collection spoke to a shared experience of those who grew up in LA’s working-class neighborhoods, where culture is rich and struggle is familiar.

A Streetwear Brand with a Message

While many streetwear brands borrow aesthetics from the street to appear edgy or “real,” Born x Raised lives it. Their designs don’t just mimic the street—they narrate it. From gothic lettering inspired by LA murals and gang tags to slogans like “Gentrification is Genocide,” every drop from Born x Raised tells a story. It’s bold, confrontational, and unapologetic.

But their style isn’t just about rebellion—it’s also about community. Many designs pay homage to local institutions: schools, neighborhoods, sports teams, and even the city’s deeply complex history with law enforcement and city planning. Born x Raised doesn't sell clothes; it sells a point of view.

Cultural Authenticity in Every Stitch

What makes Born x Raised stand out is its authenticity. The brand never compromises its voice for mainstream appeal. Even as it grew in popularity and began collaborating with major names—like the Los Angeles Dodgers, the NFL, Converse, and even Nike—its message remained rooted in local pride and lived experience.

These collaborations were not sell-outs. Instead, they became platforms. When Born x Raised partnered with the Dodgers, it wasn’t just about cool merch—it was about claiming space in a city where fans and residents often feel unrepresented. When they dropped a shoe with Nike, it wasn’t about hype alone—it was a tribute to LA culture and to Spanto’s journey through cancer, poverty, and perseverance.

Spanto’s Legacy: Fashion as a Love Letter

Spanto’s life, sadly cut short in 2023 due to cancer, was one marked by resilience. His struggle became part of the brand’s story. Diagnosed with terminal cancer just as Born x Raised was starting, Spanto pushed forward anyway, pouring everything he had into the brand while battling for his life. His fight wasn’t just against the disease—it was against invisibility. He wanted people like him to be seen, heard, and remembered.

Even in death, Spanto's spirit continues to shape Born x Raised. Every collection that drops after his passing feels like a continuation of a larger love letter—to LA, to his family, to the streets that raised him. It’s a reminder that fashion isn’t always about trend cycles or fast aesthetics. Sometimes, it’s a vehicle for legacy.

Streetwear as Social Commentary

Born x Raised doesn’t shy away from social commentary. The brand has tackled issues like police brutality, racial injustice, and economic inequality—not just in clothing, but in public statements and events. Their installations, pop-ups, and even fashion week presentations reflect a deeper commitment to storytelling and truth-telling.

For example, their infamous “No Justice No Peace” drop came at a time when cities across America were burning with protest. Instead of capitalizing on the moment for profit, Born x Raised redirected proceeds to community organizations and made sure their message was one of solidarity, not exploitation.

This responsibility to community defines the brand just as much as its aesthetic. Born x Raised isn't just built for people from the hood—it’s built with them, by them, and in service to them.

Global Reach, Local Roots

What’s remarkable about Born x Raised is how it maintains its local loyalty even while achieving international acclaim. Celebrities like LeBron James, Kendrick Lamar, and A$AP Rocky have all been seen wearing the brand. Yet despite the growing buzz, Born x Raised never lets go of its origin story. It doesn’t chase clout—it creates it.

That authenticity resonates worldwide. People from cities far from LA—New York, Tokyo, London, and beyond—recognize the message even if the exact references are unfamiliar. Because at the heart of it, Born x Raised is about identity, resilience, and remembering where you come from. And that’s a universal theme.

The Future of Born x Raised

In the post-Spanto era, 2Tone and the team carry the torch with intention. While many brands lose their soul when founders pass or step away, Born x Raised is different. Its soul was Spanto, but it also belongs to everyone who’s ever loved a block that’s now a Starbucks. It belongs to those whose stories don’t make headlines, but live on in murals, memories, and now, in every drop from the brand.

As it moves forward, Born x Raised is expected to continue its creative evolution—possibly through deeper cultural collaborations, storytelling content, and even philanthropic work tied to education, housing, or the arts. One thing is certain: it will never forget its roots.