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, Carlos Ribeiro, Devine Calloway, Brian Peacock, Trent McClung, Wade DesArmo, Franky Villani, Tiago Lemos, JB Gillet, Marek Zaprazny, Spencer Hamilton, Miles Silvas and Robert Neal skate for Primitive skateboards.