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I’ve heard a lot of talk about Paul Rodriguez’s brand, Primitive, so talked to CEO and co-founder Andy Netkin when I was at S.L.A.T.E.
Primitive started as a boutique about three years ago in Encino, Calif. Netkin was a shop grom and then worked for 118 Boardshop, owned by Brian Dunlap of DVS, when he was 18.
Netkin became the Team Manager at 118 Boardshop in the late 1990s and signed Paul Rodriguez to the shop team when Paul was only 13 years old.
The two became good friends, and in 2007, when Rodriguez was 22, Netkin approached him about opening a boutique and then starting a brand.
They opened their first Primitive boutique in Encino, California about three years ago.
The shop carries mostly limited edition footwear as well as some streetwear items and decks.
Since Paul Rodriguez rides for Nike SB, they have a large selection of hard to find Nike SB products, which makes the shop a destination.
Besides Nike SB, they also have Jordan and Nike Sportswear. Considering that Nike treats these categories like three separate accounts, it’s rare to find a shop with all three Nike lines.
“We had to prove to them (Nike) that were not just a skate shop and we’re not just a streetwear store. We are just a lifestyle boutique run and owned by skaters,” said Netkin.
See Page 2 for more about Primitive