Black Label - Independent Skateshop
Founded in 1988 by legendary skater and artist John Lucero, Black Label Skateboards is a revered institution in the independent skateboarding world. For nearly 40 years, the brand has proudly displayed its "Never Die" slogan and embodied skateboarding in its rawest, most underground, and most authentic form, far removed from commercial trends. Renowned for its ultra-durable Canadian maple decks with devastating pop, its generous old-school shapes, and its iconic graphics (like the famous flame or the 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 master your carves and grinds.
Black Label is a board brand created by John Lucero in 1990, based in Huntington Beach, California. John had also set up his brand "Lucero Ltd" in 1988 and used the factories in Santa Cruz to manufacture his boards.