Black Label Skateboards

Founded in 1988, Black Label Skateboards creates skateboard decks, wheels, and accessories. Although they have been a fixture in the industry for over 25 years, Black Label remains dedicated to their core belief that skateboarding should always be enjoyable. For John Lucero and Black Label Skateboards, the focus is firmly on the sport and its community – they are not concerned with chasing success and trends.

John Lucero, a professional skateboarder and artist, originally founded the company in California, USA, under the name Lucero Ltd. Over 25 years later, he continues to be the owner of Black Label Skateboards.