Black Label Skateboards were created by John Lucero in 1990. John, who previously rode for brands such as Variflex, Madrid and Schmitt Stix, created the Lucero Ltd brand in 1988, which was manufactured by Santa Cruz.

John still runs Black Label Skateboards as an independent company and has had an impressive list of skaters on his team over the years. Today, the team includes John Lucero, Jason Adams, Omar Hassan, Chris Troy, Adam Alfaro, Tyler Mumma, Matt Hensley, Patrick Ryan and Auby Taylor.

John himself works on the design of the boards and their graphics in Huntington Beach, California, where the company is based. John and Black Label live by the motto ‘Never Be Bought, Never Be Sold, and Never Forget’.