Primitive Skateboarding is a brand founded by pro skater Paul Rodriguez in 2008, evolving from a boutique shop to a prominent skateboarding and streetwear company known for its team of pro skaters, distinctive graphics inspired by Latino culture and street art, and a commitment to telling stories through skateboarding culture. The company produces skateboard decks, clothing, hats, accessories, and videos, and is headquartered in Los Angeles, California.