EVERY SUCCESS STORY STARTED WITH A CRIME

I go by the name of Steven "Lucky" Luciano and I was born in Los Angeles, California. I would be what's considered the definition of a true Angelino being raised on the Westside of Los Angeles and more specifically in Santa Monica. As a teenager and young man I was submerged in LA's gang & street culture. A gang member myself, the lifestyle I was living at the time resulted in the form of Juvenile halls and eventually bus rides to State Prison.

In 1990 I spent about a year in LA County’s Pitchess Detention Center in Castaic, CA. Upon my arrival I was quickly escorted to the newly constructed SUPERMAX or ‘Super-Maximum’ section of the jail, the most secure level of custody within the institution. The unit was massive and intimidating, made up primarily of concrete and steel, the place was as cold and hard as the inmates it housed. From there I would end up being incarcerated in a total of 7 high security State Prisons throughout California the majority of the 90s.

That experience inspired me to create something that would challenge the confines of the system, the strength to endure, and the courage to push forward. Having that mentality would lead me to partnering with my childhood friend's Estevan Oriol and Mister Cartoon. In 1992 we collectively started one of LA’s first streetwear brands with a flagship store located at 7270 Melrose Ave Los Angeles, CA 90069. The now world-renowned artist Mister Cartoon created all the illustrations and logos by hand. Internationally celebrated professional photographer Estevan Oriol handled all photography, marketing, and product placement — You could find the brand in music videos and magazines being worn by artists like Cypress Hill, Dr. Dre, Tupac, Snoop Dogg, House Of Pain and Mobb Deep, and celebrities such as Mickey Rourke, Madonna, Cameron Diaz, Johnny Depp, Scott Caan and Danny Trejo.

I always had an instinctive pulse for style and fashion and I am also well respected when it comes to street culture, having later built brands like Not Guilty & Joker. However, due to my decisions at an early age, this brand didn't receive the true attention it needed in order to fully showcase what it is capable of. Now 30 years later I have the opportunity to give it what it deserves. With that, I present to you a brand of quality and craftsmanship, Supermax Hardware.

Sincerely,
Big Lucks