It was in 2008 that Paul Rodriguez, Heath Brinkley, Andy Netkin, Jay Partow and Jubal Jones founded PRIMITIVE, a skateboard and clothing store in Encino, California. Paul Rodriguez had been sponsored by Plan B Skateboards, but had left the team out of desire to own and control his career. After Rodriguez left plan B, he decides to print and sell a limited series of 500 primitive planks in gold leaf. Due to the positive reaction, he decided to start a skateboard company with the help of Andy and Jubal.

The original team was Paul Rodriguez as a professional, with Carlos Ribeiro and Nick Tucker as amateurs.