Over the weekend there was a little event called Lollapalooza that went down in Chicago’s Grant Park. Maybe you heard of it. While there were a ton of awesome performances that heated up Chi-town, we naturally spotted a clothing item that Kendrick Lamar sported on stage that grabbed our attention.
During his Lolla set, Lamar wore a “Small Pox” T-shirt from L.A. streetwear brand Born x Raised. Because he’s such a high-profile artist, this move is bound to help the brand get some exposure. But, if you’re unfamiliar with Born x Raised, here’s a quick history.
The brand launched in November 2012 and was co-founded by graffitist, tattooist, clothing company art director, entrepreneur, ‘What You Steal’ blogger and video music directer Alex/2Tone. When he’s not also the Design Director at Born x Raised, he’s been the man behind the camera for videos for Iggy Azalea, Danny Brown, Kid Sister, and Far East Movement.
The other half of Born x Raised is Spanto. He’s a Venice native who was a veteran in the industry before masterminding Born x Raised.
The brand collaborated with retailer Union Los Angeles on a capsule collection entitled “Born Union” in July 2013. And, if you live in L.A., then you already know that Born x Raised is also stocked at Union LA store.
So, what’s the idea behind the brand?
Spanto and Alex/2Tone created a brand that embraces not only their hometown, but an outlaw lifestyle. It also blends streetwear with a contemporary twist for a unique and refreshing style.
While the “Small Pox” T-shirt that Kendrick Lamar showed off in Chicago may not be available, there are similar fresh streetwear items that you can buy at the brand’s website or popular retailers like Karmaloop.
And, you better jump on this bandwagon quick. With this kind of hype, everyone’s going to want a piece of Born x Raised.
Images via bornxraised / Instagram