Driving on Ventura in Sherman Oaks, I’ve seen lines of guys waiting to get into a store called Primitive. What’s in there?


    Photograph courtesy Primitive Shoes

    Sneaker pimps rush to this skatewear shop when fancy kicks drop. Co-owned by Nike-sponsored professional skateboarder Paul “P-Rod” Rodriguez III, son of actor-comedian Paul Rodriguez, Primitive stocks more than 200 pairs of shoes. When the store tweets about a new limited edition, collectors converge. I was so chagrined when I showed up in sensible Rockports that I bought a beanie to hide under.