Black Label Skateboards

Founded in 1988, Black Label Skateboards is renowned for creating skateboard decks, wheels, and accessories. Despite their presence in the industry for over 25 years, they have stayed true to their primary principle: skateboarding should be enjoyable. For John Lucero and Black Label Skateboards, the emphasis is on the sport and its community, rather than pursuing success or trends.

John Lucero, a professional skateboarder and artist, established Black Label Skateboards in California, USA, initially under the name Lucero Ltd. Even after more than 25 years, John Lucero continues to own Black Label Skateboards.