After leaving Plan B, the pro-skater Paul Rodriguez decided to stay away from others' laws and set about working on his personal project. He finally ended up founding his own brand: encouraged by his friends Andy Netkin and Jubal Jones, P-Rod established a skate-centered brand dubbed Primitive. Paul is one of the few skaters known also outside the ramps and he leveraged his widespread popularity to start his unmatched effort.After taking the name after a pivotal skate shop in Los Angeles which he co-owned for a while, he devoted himself to shape a line of consistent skateboard clothing and launched the career of many young skaters. Apart from being a key spot for young skate enthusiasts, the Cali-based brand now stands in the elite of West Coast trends. Following years and years spent going over thrift shops and vintage stores, Paul and his team put together their backgrounds to develop a brand-new concept. Nowadays street culture looks like a small microcosm populated by little fame-seeking realities where only the fittest survive. Considering Primitive, its collections are influenced by several factors, moving from Cali vibes to '90s clouts: every Primitive T-shirt, hoodie and jacket genuinely celebrates creativity. Look at Primitive x Rick & Morty: the celebrated tv show gets featured on a bunch of tees and longsleeved T-shirts alongside a themed watch. Colorful overlays and psychedelic graphics cover the whole range of streetwear essentials of this funny crossover. You knee-deep with oversize fit and flashy prints? Then look no further than Primitive!

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