Shop now for Primitive skateboard decks, T-shirts, Crew necks and beanies. Primitive started life as a skate retail store in Los Angeles. It 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 producing several lines of its own apparel, and has recruited an elite skate team so far consisting of Carlos Ribeiro and Nick Tucker alongside P-Rod himself.