Paul Rodriguez talks Primitive Skateboards & Nike SB

“It’s hard to answer this question without sounding a little…’cocky’ or whatever the term is, but I just felt like it was a window of opportunity within my own career. I might be one of those lucky few who’d be able to do that, start my own brand and move on. That window of opportunity only upholds for so long in skateboarding before you miss your prime, so I’d be kicking myself in the ass five years from now looking back and saying “how come I didn’t capitalise on that?”

‘cherry’ a film by William Strobeck for Supreme New York

“After the trailer for cherry I was pleasantly stoked that this video could be something special. As release drew even closer I found myself in a similar situation to the hypebeasts I had once mocked and as anticipation grew my main thought was that in similar style to their exclusively elusive products, it would probably get something like a £90 floppy disk release…”