ABOUT US

Hard Luck first surfaced in 2001 as a wheel brand, with a logo hand-drawn by Mark Gonzales. The brand didn’t last—but the logo survived.

In 2014, Steve Luther—known for rebuilding Vans Skate and launching Converse Skateboarding—took that logo and gave it a new life. This wasn’t a reboot. It was a complete rebirth with a new vision, new mission, and zero compromises.

Hard Luck came out swinging with 6-ball speed bearings and the first-ever clear printed black griptape. Today, we’re building a full line of timeless apparel—flannels, jackets, shirts and bottoms made to outlast trends and stand the test of time.

Hard Luck is built on authentic Southern California skateboard and street culture. From the garage to the streets. “Las Calles Son Nuestras” 

“Ni el Demonio Nos Alcanza”