Black Label Skateboards holds a unique place in skateboarding history, shaped by the vision and energy of its founder, John Lucero. Known for its bold graphics, rebellious style, and dedication to pure street skateboarding, Black Label has long stood as an emblem of independent skateboarding culture. Since its inception, the brand has become synonymous with both the skate punk aesthetic and Lucero’s uncompromising vision of what skateboarding should represent.
John Lucero’s journey began in the mid-1970s in Los Angeles, during skateboarding’s explosive rise as a cultural phenomenon. Lucero, a passionate skater and artist, quickly developed a reputation for his inventive, aggressive street skating style, which caught the attention of major skate brands of the time. He became a sponsored skater, skating for brands like Variflex and, later, Santa Cruz, where he began to develop his personal style both on and off the board. However, Lucero’s independent spirit and desire for creative control would soon drive him to break away and create something uniquely his own.
By the late 1980s, Lucero had already started his first brand, Lucero Ltd., which he quickly rebranded as Black Label Skateboards in 1990. The name change marked a shift, giving Lucero a clear direction to create a brand that was raw, real, and rooted in the authentic skateboarding lifestyle. Black Label was born out of a deep respect for skateboarding’s rebellious nature, and Lucero wanted it to be a haven for skaters who were dedicated to the culture, not just the sport.
Under Lucero’s leadership, Black Label quickly established a reputation for pushing the boundaries of skate graphics and team dynamics. The brand became known for its gritty, punk-rock inspired artwork and its roster of skaters who lived and breathed street skateboarding. Black Label was more than just a brand; it was a family for skaters who felt out of place within the more corporate side of the skateboarding industry. Lucero actively recruited riders who embodied this underground ethos, including heavy hitters like Jeff Grosso,Ricky Barnes, John Cardiel, Gino Iannucci, Matt Hensley, and Jason Adams. Each skater brought a different element to the team, but all shared the Black Label mindset: skate hard, be true to yourself, and defy the mainstream.
Throughout the 1990s and early 2000s, Black Label thrived as an independent brand. Lucero’s commitment to his team and their creative freedom allowed Black Label to grow organically. The brand was one of the first to celebrate the DIY ethos in skateboarding, encouraging skaters to create their own spots, push limits, and capture the rawness of skateboarding. Black Label’s video releases, such as Label Kills and God Save the Label, showcased not just the talent of the riders, but also Lucero’s belief in telling honest stories from the streets.
Lucero’s artistic talents also played a major role in defining Black Label’s visual style. Having designed some of the most iconic graphics in skateboarding history, Lucero brought that same energy to Black Label’s boards. Known for his love of skulls, punk rock, and subversive humor, Lucero’s artwork often featured dark, edgy designs that resonated deeply with skaters around the world. Black Label decks became highly sought after not just for their performance, but also for their unique, often provocative graphics.
However, being an independent skateboard company in an industry increasingly dominated by big brands wasn’t always easy. Black Label faced financial struggles and the challenge of maintaining its core identity amid shifting industry trends. Despite these challenges, Lucero refused to compromise on his vision, staying true to the essence of Black Label even as it meant enduring difficult periods. This resilience made Black Label an icon for many skaters who valued independence, creativity, and authenticity over corporate polish.
John Lucero’s contributions to skateboarding extend far beyond Black Label’s legacy. He’s widely respected as a pioneer who helped shape street skateboarding and remains influential to this day, not just as a brand owner but as a mentor to countless skaters. The dedication he’s shown to the industry and to his team is a testament to his belief that skateboarding should be free from restrictions, true to its roots, and, above all, fun.
Today, Black Label continues to stand as a testament to Lucero’s uncompromising spirit. For over three decades, Black Label has remained steadfast, proudly independent and committed to skateboarding’s core values. Lucero’s brand has carved a place in skateboarding history, inspiring generations of skaters to ride with passion and integrity. Black Label Skateboards isn’t just a brand; it’s a philosophy, an enduring symbol of what skateboarding is and always should be: raw, rebellious, and relentlessly original.
