Check out Primitive pro Paul Rodriguez in the latest Zumiez pro rider interview with Transworld Skateboarding. ZUMIEZ: What's it been like developing Primitive from a successful shop into a fashion label? PAUL RODRIGUEZ: It's been incredible; you know now its kind of turning into its type of brand. That wasn't the original idea, the original idea was we wanted to make a really cool sneaker shop, and skate shop, and people just started taking a liking to our shop shirts, and hats and kind of organically just grew. Now we just love it, were having fun with it, and just enjoying it man, it's been a blessing. ZUMIEZ: Do you get to see many AM contests? What do you think of the next generation of skaters coming up? PAUL RODRIGUEZ: To be honest with you, I don't, and every time I do see them, it makes me scared. So I don't watch them, because the AMs are better than the Pros in my opinion. AMs are more hungry they are more determined. Something happens to some people when they turn pro, they lose that hunger and that determination. So the next generation of AMs is going to be even gnarlier than this generation of AMs. ZUMIEZ: Your style is all about smoothness. Do you ever land things filming that you just can't use because they don't feel like your style? PAUL RODRIGUEZ: Yeah, all the time I land stuff terribly. By the time the public sees it, it seems like "Oh yeah, you must have just done that smooth and easy," but no. Most of the time when I put out street footage, its stuff that has taken me forever to do, because I don't want to just put out whatever you know? ZUMIEZ: Whose part in the Plan B video is going to blow people's minds the most? PAUL RODRIGUEZ: That's a tough call man. It's just so many different types of skating. Torey, he's out filming everyday, like hungry for that video part. Sheckler is going to jump down the craziest stuff you have ever seen. PJ is going to out technicalize