Primitive first opened its doors in 2008, with professional skateboarder Paul Rodriguez aiming to combine a love of urban fashion with a lifelong passion for skateboarding. Now in its fifth year, Primitive still manages to strike a balance between skate shop and sneaker boutique without straying from its roots. The brand premiered its new skate video, “Pain Is Beauty,” on The Berrics over the weekend. The video features new footage from LA area locals such as Lamont Holt, Nick Tucker, and of course Paul Rodriguez himself. Check the video out now and let us know what you think.