Founded: 1991
Founder: Steven “Big Lucks/Lucky” Luciano, Estevan Oriol and Mister Cartoon/CTOONS
Location: Los Angeles, CA

Spending around a year in LA County’s Super-Maximum section of the jail inspired Steven Luciano to create SUPERMAX Hardware. Big Lucks linked up with childhood friends, Estevan Oriol and Mister Cartoon and one of the original streetwear brands was born. The brand was heavily influenced by Lucky’s time in the LA County Supermax Jail facility, with hard graphic design, graffiti inspired characters hand illustrated by Mister Cartoon and street photography by Estevan Oriol. The brand reflected the streets and street culture but at the core was strength, courage, unity and endurance. In 1992, they opened a flagship store on Melrose Ave, one of the hottest spots in LA.

SUPERMAX was repped by artists like Cypress Hill, Dr. Dre, Tupac, Snoop Dogg, House Of Pain and Mobb Deep, and celebs like Mickey Rourke and Danny Trejo. Even Madonna was a fan. She and her team chose SUPERMAX Hardware to design and create exclusive, oversized, workwear style crew-only jackets for her 1993 Girlie Show Tour.

Not only was SUPERMAX Hardware one of the OG streetwear brands, it was also the proving ground and foundation for so many brands that the founders would either create or be a part of in the years that followed. The three original founders have either founded or worked with/for so many massive brands including: Joker Brand, Not Guilty, Scandalous, FAMOUS Stars & Straps, Young & Reckless, The Hundreds, Hilfiger and Cookies SF Brand.

SUPERMAX Hardware recently relaunched their brand. Classic designs, new collections and collabs are available now on their website.

More info on SUPERMAX related brands coming soon.