Black Label Skateboards

Founded in 1988, Black Label Skateboards specialises in skateboard decks, wheels, and accessories. Despite being around for over 25 years, Black Label remains dedicated to their primary principle: skateboarding should bring joy. For John Lucero and Black Label Skateboards, the true emphasis is on the sport and its community, rather than the pursuit of success and trends.

John Lucero, a professional skateboarder and artist, established the company in California, USA. At the time, it was referred to as Lucero Ltd. After more than 25 years, John Lucero continues to be the owner of Black Label Skateboards.