Since it launched back in 2013, Los Angeles-based label BornxRaised’s main objective has been to highlight the gentrification that’s pushing the community out of Venice Beach.
For founder and designer Spanto – who originally hails from Venice – this has previously manifested in ‘Gentrification is Genocide’ tees, but has now taken one step further in highlighting those most affected. For the label’s spring 2019 collection, Spanto has enlisted some of the area’s OG families – some whose roots in the neighbourhood go all the way back to 1906 – to feature in the accompanying lookbook.
Shot by LA-based photographer Fabian Guerrero, it features eight different families shot in and around their houses, each wearing looks picked out by Spanto himself. “We wanted to capture real people who are living, breathing and hustling – the people who have been around what Venice and LA really is,” Guerrero tells us. “Having them in their natural environment allowed us to represent both the clothing and what BornxRaised actually means.”
As for the collection itself, the designer wanted to nod to the 80s and 90s, throwing back to the style he and his friends were wearing growing up then. “We took photos from the 80s and 90s to collage on our Hawaiian style button downs and coach jackets,” he explains. “I think it gives off the vibe we created surfing, playing handball, and just being kids.” Also included are oversized hoodies, flannels, and tees printed with the brand’s logo.
Highlighting the gentrification of the community with the intention of hopefully put an end to it is something shared by both the designer and photographer. “This world is almost completely gone,” says an exasperated Spanto. Gurrero echoes this, adding: “To see the real Venice and not the hipster, gentrified Venice that most people see was very special. I hope people can take away the sense of family, love, hustle, community, and strength that I was able to see.”
See more from the lookbook including quotes from the featured families in the gallery above.