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Black Label Skateboards is a manufacturer of skateboards, wheels, and similar products. The company was started in 1988 by 80's pro, artist, current owner, and life long skateboarder John Lucero. In the past 20 some odd years, Black label has represented some of the best skateboarders the likes of John Cardiel, Gino Iannucci, Jason Adams, Matt Hensley, Salman Agah, Wade Speyer, Ragdoll, Duane Peters, Jeff Grosso, Mike Vallely, the list goes on and on. As a brand, Black label hasn't lost sight of what is real and what it wants to be in skateboarding. "Never be bought, never be sold"

John Lucero | Front Rock | Photo: Jai Tanju

Trends come and go.

Coolness grows and falls, but the ride remains the same.

Just you, your board, and a few good friends striking while the iron’s hot.

Get some while the getting’s good. Right here, right now…