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Primitive was invented in 2008 in the USA by Andy Netkin. Paul Rodriguez became interested in the idea of the new brand, and, after leaving Plan B, he promoted the brand as a co-founder. Officially, the brand was launched in 2014. He invited skateboarders such as Nick Tucker, Carlos Ribeiro and Bastien Salabanzi to join the Primitive P-Rod team. Primitive has its clothing line (Primitive Appareal) and skateboard line (Primitive Skateboarding). The brand quickly became successful and conquered the streetwear market.