Primitive’s partners—Paul Rodriguez, Andy Netkin and Jubal Jones—stopped by the Vapors office in late July, and in between bouts of skate-talk (the $100,000-for-first Maloof Money Cup, which P-Rod took the next weekend, and Cameron from Hot Rod’s switch back tails), we talked about their newest hustle. From the get-go, Primitive is a store that looks primed to join the skate-influencers of the wider world—the Supremes, Undefeateds, and Hufs. And mark my words, you’ll soon be diggin’ for those exclusive Primitive collabs. Shit, the way things are going, the San Fernando Valley may finally become respectable.

Check out the whole story in the new Vapors. You can read that whole thang online by clicking somewhere on this very page.

Paul also teamed up with one of my other favorite skaters, Clark Hassler, for a cool little feature on the Nike Skateboarding site. Check out that Mexi ‘stache on P-Rod, that thing’s fresh. Too bad he didn’t keep it. I like that walk they’re on, though, right to Williamsburg.