Primitive
Primitive is a Los Angeles skateboard and apparel brand co-founded by professional skateboarder Paul Rodriguez. It began as a skate shop in Encino in 2008 and makes skateboards and streetwear, known for pop culture collaborations.
| Founded | 2008, Encino, California |
|---|---|
| Skateboard company launch | 2014 |
| Headquarters | Los Angeles |
| Co-founder | Paul Rodriguez |
| Website | primitiveskate.com |
What is Primitive?
Primitive is a skateboarding brand from Los Angeles that produces skateboards and clothing. It was founded by professional skateboarder Paul Rodriguez together with Heath Brinkley, Andy Netkin, Jay Partow and Jubal Jones. Andy Netkin serves as chief executive and Heath Brinkley as executive vice president.
History
Primitive started in 2008 as a skateboard and clothing store in Encino, California. The skateboard company was officially announced on 10 April 2014, after Rodriguez left Plan B Skateboards to gain more ownership and control over his career. The original team featured Rodriguez as the professional rider with Carlos Ribeiro and Nick Tucker as amateurs.
Products and positioning
Primitive makes skate decks, including limited runs, alongside apparel. It is widely known for licensed collaborations that bring music and animation into skate culture, including:
- Tupac Shakur and The Notorious B.I.G.
- Dragon Ball Z and Naruto
- Rick and Morty and Sailor Moon
Distribution
The brand sells through skate shops and streetwear retailers internationally as well as online.
Why it matters
Primitive shows how a skater owned brand can use pop culture licensing to reach well beyond core skateboarding into the wider streetwear market.
Frequently asked questions
Who founded Primitive?
Primitive was founded by Paul Rodriguez, Heath Brinkley, Andy Netkin, Jay Partow and Jubal Jones.
What does Primitive sell?
Primitive sells skateboard decks and skate apparel, including collaborations with properties such as Dragon Ball Z and Tupac Shakur.