Black Label was founded by its owner, John Lucero, in 1990. The company is based in Huntington Beach, California, United States (USA).
Lucero was a professional during the 1980s and skated for companies such as Variflex, Madrid and Schmitt Stix. Lucero finally launched his own brand, Lucero Ltd., in 1988, manufactured through Santa Cruz, Lucero spun off Santa Cruz in 1991 and changed the company name to "Black Label", using the Canadian beer, Carling's Black Label. , as inspiration for the name. The motto for the brand is "Never Be Bought, Never Be Sold, and Never Forget".