Black Label Skateboards
Black Label is a skateboarding company that was founded by its owner, John Lucero, in 1990. The company has been 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.[1]
Current Team As Of May 31st 2012
BlackLabel Skateboards team roster is as follows:
- Chris Troy
- Omar Hassan
- Peter Watkins
- Adam Alfaro
- Vince Del Valle
- Tyler Mumma
- Javan Campello
Previous Riders
- Peter Raffin
- Chaz Pineda
- Chet Childress
- Shuriken Shannon
- Kyle Leeper
- Ben Skrzypek
- Ethan Fitzpatrick
- Anthony Schultz
- Gino Iannucci
- John Cardiel
- Jhovany Vidal
- Kristian Svitak
- Matt Mumford
- Pat Rakestraw
- Riky Barnes
- Brian Hanson
- Jub
- Patrick Melcher
- Pat Smith
- Wes Lott
- Ben Gilley
- Anthony Scalamare
- Mike Vallely
- Jim Gagne
- Tim Upson
- Skip Pronier
- Pat Manley
- Max Evans
- Simon Woodstock
- Ricky Espinosa
- John Ponts
- Jackson Taylor
- Neal Hendrix
- Steve Robert
- Jason Dill
- Danny Highfill
- Aaron Devine
- Mike Lohrman
- Justin Ortiz
- Shawn Martin
- Jake Burns
- Dave Griffin
Label Legends
Label Legends is the Black Label division of veteran pros who were previously on Black Label's main roster:
- Matt Hensley
- Salman Agah
- Wade Speyer
- Jason Adams
Emergency
Emergency is a division featuring legendary pros, with boards designed around the shapes of previous skateboard generations, as well as modern shapes in larger sizes. It was originally called Red Cross. Current Emergency riders include:
- John Lucero
- Eric Nash
- Jimmy "The Greek" Marcus
Previous Emergency riders
- Steve Olson
- Christian Hosoi
- Neil Blender
- Alex Horn
- Jeff Grosso
- Duane Peters
Videos
Black Label also has its own film imprint Black Label Pictures. They have released the following titles:
- Label Kills (2001)
- Blackout (2003)
- Label Live (2004)
- WHO CARES The Duane Peter Story (2005)
- Back in Black (2006)
- God Save The Label (2009)
References
- ↑ "Black Label | Defect Mag". Blitz Distribution. Blitz Distribution. 24 August 2012. Retrieved 15 September 2012.