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Black Label Skateboards was started in 1988 by professional skateboarder and artist John Lucero. It has remained an independent voice through successive generations, welcoming influential riders including John Cardiel, Jason Adams, Gino Iannucci, Jeff Grosso and Duane Peters. The brand's history is tied to Lucero's belief that skateboarding should keep its own character.
Its graphics can be confrontational, playful or rooted in underground art, but rarely anonymous. The motto Never be bought, never be sold expresses a resistance to short-lived trends. Black Label decks embody a history that crosses street, transition skating and individual style. They carry the personality of a company that values the rider's experience over the expectations of the industry.
