Primitive started life as a skate retail store in Los Angeles and was founded in 2009 by professional skateboarder Paul Rodriguez alongside three of his close friends. Since then the boutique has grown from strength to strength initially by producing its own apparel and then by becoming a full blown skateboard company. P-Rod, Bastien Salabanzi, Nick Tucker, Carlos Ribeiro, Devine Calloway, Brian Peacock, Diego Najera, Trent McClung, Wade DesArmo, Franky Villani, Tiago Lemos and JB Gillet skate for Primitive skateboards.