The shop founded by professional skateboarder, Paul Rodriguez in July of last year, Primitive have since been continuously working on their in-house label, which aims to reflect the life experiences that have collectively shaped the brand’s creators. For the Holiday season, they offer a wide range of t-shirts, hoodies, crewnecks, beanies and New Eras. All items are now available through Primitive’s online shop. mash rating: 6/10

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Paul Rodriguez’s shop, Primitive in Encino has teamed up with Oakley to put out a limited edition pair of Frogskins. They were inspired by Metallica’s 1984 Ride the Lightning album cover, and feature a gradient colourway, fading from black to purple, to midnight blue, and eventually a clear finish. They come with a silk-screened bag, and two sets of arms, each branded with Primitive’s P logo. A matching tee was also designed for the release. The sunglasses are limited to 70, of which 50 will be made available tomorrow at 5pm in-store. The remaining 20 will go on sale through Primitive’s online shop the following day at noon PST. mash rating: 7/10

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