John Lucero #4.

This is the Black Label.

Lucero started his self titled company in 1988 after he had been riding for Schmitt Stix. He originally partnered with Steve Rocco, but that did not last long and soon NHS was distributing the brand. A year or so later, Lucero took the company over to Vision. Then in 1990, the Black Label began, independent of anybody else. Over the years, there have been ups and downs, team changes, and other distribution partnerships, but the Label has always remained with Lucero at the helm.

Some of the team riders have included Jeff Grosso, Tim Upson, Jim Gagne, Omar Hassan, Matt Hensley, Skip Pronier, Max Evans, John Cardiel, Simon Woodstock, Jason Dill, Jonas Wray, Wade Speyer, Jason Adams, Mike Vallely, and quite a few more.

Lucero has had pro models on Madrid and Schmitt Stix. He is a prolific artist and has designed a large number of classic board graphics in his decades involved with skateboarding.

The photo is by Dave Swift.

Thrasher - July 1989 Volume 9 Number 7