Owner: Paul Rodriguez
Year Founded: 2009

You could argue that Paul Rodriguez is the most talented skateboarder of his generation, but there's no discussion whether his brand, Primitve, is cool or not. You might know Primitive as being a boutique that sells the hottest kicks, but the store has bloomed into a complete brand that hits all of the streetwear stops: graphic T-shirts, crewneck sweatshirts, 5-panel hats, raw denim, and camo pants--which are perfect for lining up with any pair of sneakers.