Black Label Skateboards is a renowned skateboarding company founded by John Lucero in 1988. Initially known as Lucero Ltd., the skateboard brand later adopted the name Black Label in 1990.

John Lucero, an 80s pro skateboarder, artist, and lifelong skateboard enthusiast, established Black Label in 1988. The company’s roots are deeply intertwined with a punk rock DIY attitude, which has continously influenced its ethos and approach.

Black Label skates primarily focuses on crafting high-quality skateboard decks. In addition to decks, they also sell wheels, clothing, and various skateboarding accessories.

Black Label has a division called Emergency skateboards, which produces boards modeled after the shape of older-generation skateboards.

Black Label Skateboards has consistently produced custom board shapes and larger cut decks, catering to skaters’ diverse preferences.

Over the years, Black Label Skates has been home to some of the most legendary skateboarders:

John Cardiel
Gino Iannucci
Jason Adams
Matt Hensley
Salman Agah
Wade Speyer
Ragdoll
Duane Peters
Jeff Grosso
Mike Vallely, among others.

Black Label Skateboards has left an enduring legacy in skateboarding, championing individuality, creativity, and the rebellious spirit that defines the sport, keeping true to its roots and adhering to the motto: “Never be bought, never be sold.”

Their commitment to authenticity and staying genuine in the skateboarding community is unwavering.

Black Label Skateboard Videos:

Black Label "Label Kills" Skateboard Video, from 2001

Black Label "Blackout" Skateboard Video, from 2003

Black Label "Label Live" Skateboard Video, from 2003

Black Label "Back In Black" Skateboard Video, from 2006

Black Label "God Save The Label" Skateboard Video, from 2009