Although Primitive’s solid foundation lies on the back of professional skateboarder Paul Rodriguez, there’s a much deeper meaning behind the shop’s inception in 2008 and continued success this year. Stocking some of the more coveted labels, this Encino-based boutique manages to continually churn out noteworthy collabs, produce its own line of in-house apparel, and give back to the skate community. Fully operated by four laid back, yet business-savvy individuals, this retail operation definitely has its pieces in all the right places. Continuing our Hypebeast Essentials series, we catch up with Andy, Paul, Jay, and Jubal, learning exactly what keeps their fine tuned machine in constant motion.
Text: L. Ruano
Photo: Herman Jimenez
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