Skateboard company (Black Label Skateboards)

Black Label is a skateboarding company that was founded by its owner, John Lucero, in 1990. The company is based in Huntington Beach, California, United States (US).

History

Lucero Ltd.
       Lucero was a competing professional skateboarder in the 1980s and rode for companies such as Variflex, Madrid, and Schmitt Stix. Lucero eventually launched his own brand, Lucero Ltd., in 1988 using skateboards manufactured by the Santa Cruz company.

Black Label
       Lucero separated from Santa Cruz in 1991 and changed the company name to "Black Label", using the Canadian beer, Carling's Black Label, as inspiration for the title.

The motto for the brand is "Never Be Bought, Never Be Sold, and Never Forget".

Expansion
       Lucero has created different divisions under the Black Label brand, including Label Legends and Emergency.


Distribution
       As of 2012, Black Label is distributed by Blitz Distribution.