Black Label
Founded in 1988 by legendary skateboarder and artist John Lucero, Black Label Skateboards is a sacred institution of independent skateboarding. For nearly 40 years, the brand has proudly sported its "Never Die" slogan, embodying skateboarding in its rawest, most underground, and authentic form, far from commercial trends. Renowned for its ultra-durable Canadian maple decks with devastating pop, generous old-school shapes, and cult graphics (like the famous flame or elephant), Black Label is the brand of choice for purists, big bowl enthusiasts, and uncompromising street riders. Gear up with our high-performance trucks to conquer your transitions and grinds.
Black Label Skateboards: hardcore and independent ethics since 1988
When John Lucero launched Black Label in the late 80s, his goal was crystal clear: create a brand run by skateboarders, for skateboarders, guided solely by the passion for riding. Mission accomplished, as Black Label has traversed decades without ever selling its soul, becoming the ultimate symbol of street and transition skateboarding resistance. The Black Label squad has seen and launched absolute legends with unique styles, from John Cardiel and Gino Iannucci to Jason Adams, Jeff Grosso, or Mike Vallely. Choosing Black Label means proudly claiming a pure, rebellious skate culture deeply rooted in the history of concrete and pavement.
Indestructible decks, massive pop, and the return of cult shapes
Black Label makes no compromises on quality. Its decks are built to be abused, whether on stair sets, handrails, or pool coping.
Here is what awaits you in the Black Label collection available in our shop:
- Black Label skateboard decks: Made from 7 plies of the finest Canadian maple, pressed under strict standards to ensure maximum strength. They deliver an amazingly crisp, heavy pop that lasts without softening over time. Discover our skateboard decks.
- Famous reissues and Old-School / Transition shapes: While Black Label offers excellent modern street shapes (from 8.0" to 8.5"), it is globally revered for its wide decks (8.75", 9.0", and up) with sculpted noses and tails. Perfect for bowl, ramp, or riders who love a wide, stable platform underfoot.
- Iconic and timeless graphics: Find legendary designs drawn by John Lucero himself, notably the slashed elephant logo (paying homage to his famous trick), the Black Label flame, or the incisive "Label Live" typography.
- Black Label complete skateboards: Ideal for intermediate riders or beginners who want to step up directly with serious, durable gear. These ready-to-ride complete skateboards combine an authentic maple deck from the brand with solid components to progress safely on all terrains.
Why buy your Black Label skate gear at Independent Skateshop?
At Independent Skateshop, we hold immense respect for "Core" brands that keep the original spirit of skateboarding alive, and Black Label is its worthy representative. Buying a Black Label deck or complete setup from our store means treating yourself to a piece of skateboarding history with guaranteed durability. Whether you are looking for a slim, responsive deck to shred curbs or an ultra-wide custom shape to rip the local bowl, our team has selected the best from John Lucero's catalog. Order your Black Label setup on our site, enjoy fast delivery, and ride with the "Black Label Never Die" attitude! Complete your setup with our griptape for perfect control.