Joker       Estevan Oriol       Mister Cartoon       Big Lucky       Lucky Like most of the Joker family, Steve Luciano is a product of Los Angeles. Born and raised on the West side, in Santa Monica, Steve has been a part of the West Coast Hip Hop culture since it's conception. In 1990, Steve opened SuperMax, one of the first Hip Hop oriented stores on Melrose Ave in Hollywood. With the help of Estevan Oriol, and Mr. Cartoon, Steve built one of the premiere clothing stores in Hollywood. In 1993, Steve used his connections in the fashion industry to create one of the original Hip Hop clothing lines, Not Guilty. This venture included Everlast, then currently with House of Pain, and Estevan. Not Guilty was one of the most recognized labels of its time, and is still bootlegged to this day. A year later, Steve Luciano was instrumental in forging what would soon be known as Joker Brand Clothing. Steve has always had a major voicein the development and direction of Joker. In Hollywood, Steve Luciano is one of the most recognized players behind the scenes. Not one for the spotlight, Steve prefers to do his business behind closed doors. Known as an ultimate closer, "Big Luck" is credited with closing all kinds of deals, from movies, to record contracts, to whatever. As Joker enters the new Millennium, Steve Luciano has taken on the position of Sales Manager to help guide the rapid growth of the company. He is one of the few people in the world who can go to a car show, a corporate lunch, and a hip hop show all in the same day and get equal respect in each setting. He is a valuable member of the Joker family, and a true soldier of the streets from which he came.