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Cruel Hand Luke isn’t just a brand—it’s a movement rooted in the culture of Southern California, embodying the spirit of a “Natural Born World Shaker.” Founded by Anthony “Luke” Gonzales, the brand carries a deeply personal story tied to his childhood nickname. The name reflects a balance of traits: being kind and generous, inspired by Paul Newman, and fierce and unrelenting, like Mike Tyson.

Inspired by nostalgia and early 90s West Coast style, Cruel Hand Luke creates designs that honor the past but ignore the constraints of tradition. Each piece is crafted for those who reject limits, embrace their individuality, and leave their mark on the world.

With a growing following and a community that believes in bold self-expression, Cruel Hand Luke is more than just clothing—it’s a badge of honor. It’s for those who know when to lead with kindness and when to unleash their inner fire. Join us and wear the story, style, and power of a Natural Born World Shaker.