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The name Paul Rodriguez in the contemporary skate world draws few parallels with the face of Nike SB recently taking home a cool $100Gs in the street portion in the world’s most lucrative skate contest, the Maloof Cup. However, this week P-rod turns his sights to his hometown as he recently opened his own store front Primitive. Carrying an assortment of brands and sneakers including The Hundreds, Alife, Stussy and CLAE, the store under P-Rod’s guidance should provide an interesting landscape for the Encino district.