Professional skateboarder, Paul Rodriguez, founded Primitive Apparel. The brand essentially started in 1998 as a small boutique in Encino, California and has evolved into one of the biggest Los Angeles based lifestyle and apparel brand today. They have done several collaborations with other brands such as Nike, Diamond Supply Co., Grizzly Grip Tape, and Mishka. The worldwide acclaimed skate team features P-rod, Torey Pudwill, Chaz Ortiz, Carlos Zarazua and Nate Principato. As of late, Primitive Apparel is now available in 11 countries and has 25 employees.