Brand Focus - Born x Raised
Embracing Cultural Roots in Streetwear
Venice Beach over the last 2-3 months has turned into a neighbourhood dedicated to the life of Spanto. An ex-convict turned fashion brand owner who represented his community using clothing as the canvas to tell their stories.
In the ever-evolving world of streetwear, few brands manage to capture the essence of their cultural roots quite like Born x Raised. As the name suggests, born and bred in Los Angeles, this brand stood out by fusing authentic streetwear with a deep appreciation for its origins.
Before we get into the brand, it’s only right you learn a little about its founders.
In 2012, Spanto had just finished doing time in a maximum security prison. 2Tone was a film director whose focus was on creating meaningful art. Spanto didn’t want to go back to jail and wanted to change his life for the better. During his time locked up, Spanto started playing with the idea of creating a clothing brand. He felt that the West of LA was not being truly represented… for starters, Venice and the West Side were all about old English tattoo fonts, which nobody was using at the time for their brand. Spanto wanted a brand that spoke to people via authentic messages.
As the story goes, 2Tone was walking around at a trade show and saw a sticker wall and one immediately caught his eye, it read:
2Tone didn’t know the brand but knew he wanted to find out more. After meeting Spanto and seeing what has since become his legendary ‘energy’, he knew they should work together. With the launch of BxR and 2Tone’s background in making art through movies, he knew a film was the best way to get this brand noticed.
The video is narrated by Spanto's father and features the Venice family.
At first glance, Born x Raised may appear rough around the edges, but that's precisely the point. It celebrates the unapologetic nature of street culture that made Venice different. Boldly challenging societal norms and expectations. Rather than diluting its identity to cater to a broader audience, the brand represents a place that once was, resonating profoundly with those who share similar experiences. It's this authenticity that has garnered a devoted following, making Born x Raised more than just a clothing label – it's a movement. (Not that they would call it that)
Since being released from prison and gaining some traction with BxR, it hasn’t all been sunshine and rainbows for Spanto. In 2013 he was diagnosed with terminal cancer and did over 4 years of chemotherapy. Even this couldn’t stop his energy and drive. He and 2tone continued to run the brand from Spanto's hospital room. The years where they saw the most growth as a brand, is when he was bedridden in hospital, still working like a madman whilst defeating cancer, head-on.
Born X Raised has something to say.
It's all about making a statement. Born x Raised uses fashion as a medium to convey narratives, exchange experiences, and question preconceptions. They understand that streetwear is more than just fabric stitched together – it's an embodiment of culture and history. Each screenprint contributes to the larger narrative they wish to convey. This dedication to storytelling has earned BxR respect from the wider streetwear and even the fashion community.
The visual language of BxR, proudly represents the spirit of rebellion and unity of their people. Their designs speak volumes about the resilience and determination of the communities they represent. Even watching the videos released by BxR, they have a feeling that represents the all-or-nothing energy of Spanto
Collaborations have also played a significant role in propelling Born x Raised to new heights. Rather than chasing big names for clout, the brand carefully selects partners that align with its ethos. Collaborations with local artists, musicians, and even neighbourhood businesses have become a testament to their commitment to the LA community. It’s also worth noting that they have partnered with the Lakers & Dodgers.. which is no small feat for any independent label.
As streetwear continues to influence and reshape the fashion industry, this brand serves as a testament to the power of meaningful storytelling and a sincere connection to one's community. These qualities go beyond clothing, leaving an enduring impact on the world.
Now looking at these products and what I usually post, it might be slightly confusing but I’m drawn to purpose-driven brands. Whilst BxR may not be saving the planet like Patagonia is (trying to do), they represent the neighbourhood I now call home. I can’t speak to you about the quality of their garments, as I’ve never worn them - but that is just a credit to the brand that has been built and still lives on in the legacy of its founder, Spanto. Every day I see a human billboard repping BxR and you can tell everybody who wears the brand is proud to wear it.
“We wore our clothing like a suit of armour and a badge of courage. I keep and carry the same energy with me when I design my collections.” - Spanto told Vogue in June.
Rest in power, Spanto.
Thanks for your time.
For those wanting to know more:
Vogue - Family & Friends Remember Spanto
If you want to talk about leaving a legacy, have a look a this: