is the creative director—Netkin and Jones were the original store employees and handled US$300 in sales on the opening day. Netkin describes the Primitive store, which officially opened on July 27, 2008, as a "cross-genre" retail outlet that also sells products, which skateboarders can relate to, outside of the skateboarding subculture. Following the eventual success of the retail outlet, the company commenced its apparel brand, which was a part of the founders' original plan. The popularity of the apparel brand grew rapidly and in April 2014, Jones stated that he solely focuses on the brand, while new employees are constantly hired. In 2014 Primitive Apparel is available in 11 countries and the company consists of 25 people. The Primitive brand was expanded into a skateboard deck company called "Primitive Skateboarding" in April 2014. Together with action sports filmmaker Josh Landon and professional US skateboarder Mikey Taylor, Rodriguez cofounded the Saint Archer Brewing Co., a microbrewery that is co-owned by people who are also the brand's "Ambassadors." The team of Ambassadors includes professional skateboarders Eric Koston, Brian "Slash" Hansen, and Bryan Herman; professional and non-professional surfers Josh Kerr, Taylor Knox, Dusty Payne, Laura Enever, and Jeff Johnson; former professional snowboarder Todd Richards; photographer Atiba Jefferson; and surfboard shaper Chris Christenson. Together with Saint Archer's other Ambassadors, Rodriguez has participated in "Tasting Room" nights that are held at the brewery, in which the Ambassadors pour and serve beers. In a June 2014 interview, Rodriguez asserted that he is a "young, beginning entrepreneur who's learning the ropes of the game," before revealing the philosophy that has benefited him over the course of his career: "find people that are just as passionate at what they do as you are about what you do." Personal life As of November 2013, Rodriguez resides in Northridge, California. As of August 2010, his partner was Rainbow Alexander and the pair are the parents of daughter Heaven Love. They shared the parenting of Heaven Love while dating Rachel Metz before calling it quits in May 2020. In an April 2013 interview, Rodriguez described himself as a "certified workaholic", and stated that skateboarding and fatherhood are his primary concerns in life. In regard to his Mexican American heritage, Rodriguez has explained: It's my roots. It's where I come from; it's my genetics, my DNA, my body, my build. All from my heritage. My ancestors all before me contributed to the