AUSTIN S. YU

On-body shots PA’d by me.

Product shots co-directed by me.

Social videos directed my me.

Model: Saint Harison

Directed, produced, shot and edited by me.

Interview conducted by me.

Your visuals and aesthetics have a distinct personal touch. What’s one memory or experience from your childhood that deeply influences your creative direction today?

My mum had the best taste in music — one minute she was crying to Adele, the next she had Missy Elliott or P!nk blasting while cleaning the house like it was a concert. I think that mix of vulnerability and rebellion shaped me more than I realized. She loved the raw, emotional stuff but also gravitated toward artists who didn’t play by the rules — loud, bold, a bit chaotic. That energy is in everything I create.

Is there a particular ritual or routine you practice to mentally and emotionally prepare yourself before creating?

Yeah, I disappear for a bit. I don’t talk much when I’m about to create — I go quiet, light some candles, maybe sit and listen to old voice notes and scroll through notes I’ve made of song titles I like or just one liners that have stuck with me. I mostly like to be alone, although I’ve surprised myself a few times with that rule and made some great things collaboratively.

If you could collaborate on a creative project completely outside of music (fashion, film, visual arts), what would that look like?

Definitely film or TV. I’m really drawn to visual storytelling — stuff that feels offbeat and a bit uncomfortable. Donald Glover’s work really inspires me — how he flips expectations and builds entire worlds that stick with you.

When you’re not feeling inspired, where do you find yourself seeking refuge or inspiration outside of music?



Recently I’ve been into like dystopian thriller books, so much inspiration in there lol but apart from that honestly just talking to people. I’m not even that social — I kind of hate it sometimes — but one good conversation and I’ve got five song ideas. Sometimes it’s someone’s story can really hit a feeling within you or sometimes it’s just the way someone says something and you think, wow, I never would have thought of it like that.

Has there been a specific piece of advice or philosophy you’ve adopted that’s changed the way you approach your personal growth and career?

I think Doechii’s story has been what’s inspiring me recently. I’ve been quietly working and creating since my first EP ‘lost a friend’ and whilst the process has been hard - not sharing music, constantly pushing myself to do better to the point where it feels like I’m in a competition with last years version of me - I’ve realised being able so observe is such a gift. Being able to watch and learn from other artists and channel those thoughts and feelings into your building own path is really special and I feel so grateful to be living through a time where such groundbreaking artists are existing.

Nike SB Dunk Low Pro x Yuto Horigome “Matcha” Campaign

Art directed, produced, shot, and edited by me

SS25 Dime Campaign for Innercity Skateshop

Model: Greg Rodriguez

Art directed, produced, shot, and edited by me

Nike "Los Angeles" Dunk

Art directed, produced, shot, and edited by me

Primitive is releasing an assortment of graphic tees, hoodies as well as a collaboration with Hamburg-based artist, 1010 (pronounced “ten-ten”) for Summer 2022.

The 1010 - Exploration collection features the artist’s well known mysterious, op-art murals. He works outwards from the dark center of his image, creating brilliant layers of shapes and colors. 1010’s otherworldly pieces spark the imagination and provide a glimpse into the great unknown and will be featured on tees, long sleeves and hoodies.

Along side the collaboration, Primitive is dropping new in-line graphics focused on psychedelic and futuristic designs. Two new cut & sew pieces will also be highlighted, the Titan Hooded Vest, featuring utilitarian like 3D pockets on the front, and Streets Zip Hood, featuring heavy embroidery of traditional tattoo inspired graphics.

Shop the Summer 22 collection on primitiveskate.com and other retailers worldwide.

Copy written by me

Produced and directed by me

Styled by Genesis Duran

Shot by Diego Benjamin Andrade

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by Jake Leger

Featured on Hypebeast

Co-produced and co-directed by me

Styled by Jacqueline Sapigao

Shot by Robb Klassen

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by Alan Hannon and Jake Leger

Co-produced and co-directed by me

Styled by me

Shot by Will Azcona

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by Jake Leger

Co-produced and co-directed by me

Styled by Jacqueline Sapigao

Shot by Robb Klassen

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by Alan Hannon and Alex Kissinger

Produced and directed by me

Styled by me

Shot by The Social Trust

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by Jake Leger

Co-produced and co-directed by me

Styled by Shana Nogoy

On body shot by Will Azcona

Product flats shot by The Social Trust

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by Jake Leger

Featuring Primitive team rider Spencer Hamilton.

Co-produced and co-directed by me

Styled by me

Shot by Jeremy Jude Lee

Primitive digs deep into the Naruto Shippuden archives to unearth seldom used artwork from the renowned anime.

Historical series moments such as the Final fight between Naruto and Sasuke against Madara, are immortalized on t-shirts, hoodies, headwear, and accessories.

Standout pieces include a puffer jacket featuring Six Paths Naruto and a washed oversized t-shirt presenting Orochimaru complemented with a special treatment of Primitive lettering in rhinestones.

Be ready for this highly anticipated drop set to release 8/8/21 at https://primitiveskate.com and other retailers worldwide.

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Produced and directed by me

Styled by me

Shot by Asato Iida

Final TikTok video shot and edited by me

Skate TikTok video shot and edited by Eric Iwakura

Images for the Nike SB “What The P-Rod” dunk campaign. Primitive was able to sell the dunks exclusively from Nike due to Paul Rodriguez being our Co-Founder/Team Rider.

Produced and directed by me

Shot by The Social Trust

Primitive has joined with Corona on an exclusive capsule collection for Summer 2021.

Born in Mexico and raised on the beach, Corona is the perfect complement to life’s simple pleasures. Known for its laid back approach, smooth taste and distinctive branding, Corona has become the #1 most loved beer brand.

This beach-ready offering includes an all over printed button up, custom Baja poncho, board shorts, hoodies, graphic tees, tank tops, headwear, and a notable beer can cruiser board.

Be ready for the full collection to be available June 4th at 11am PST on https://primitiveskate.com

Copy written by me

Produced and directed by me

Styled by me

Shot by Justin Sarińana

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by David Serrano and Alan Hannon

Featured on Hypebeast

Primitive is releasing a wide variety of graphic tees and hoodies for Summer 2021. Design highlights include the "Lifer" over dyed short sleeve, Get Together t-shirt featuring holographic foil and brand new Huy Fong Foods collaborative short sleeves, long sleeves and hoodies.

Summer 21 available May 20th at 12pm PST on https://primitiveskate.com and other retailers worldwide.

Copy written by me

Produced and directed by me

Styled by me

Shot by Victoria Moura

BTS TikTok shot by me

Co-edited by Eric Iwakura

Primitive and Dragon Ball Super have once again collaborated for another installment of apparel and goods featuring your favorite characters.

Capturing the very exciting DBS arc “Tournament of Power”, heroes and villains are immortalized on t-shirts, hoodies, headwear and accessories. Key pieces from this collection range from tie-dye hoodies featuring Jiren and Goku in battle, to a technical anorak featuring Trunks with his sword drawn. Other iconic characters in this drop include Super Saiyan Blue Evolution Vegeta, Beerus, Fused Zamasu, and Hit.

Be ready for this limited edition DBS collaboration to release on 5/6/21 at 9:00PM PST at https://primitiveskate.com and other retailers worldwide.

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Co-Produced and directed by me

Styled by Shana Nogoy

Shot by Asato Iida

BTS TikTok shot by me

Co-edited by Eric Iwakura

Apparel TikTok video shot and edited by Jake Leger

Primitive has once again collaborated with Kikkoman, Japan's #1 Soy Sauce Brand. Inspired by the cherry blossom season and culinary art of sushi, this limited edition release captures the essence of Japan in Spring.

Chef Jun, local favorite to Primitive and owner of King's Burger & Got Sushi, is styled in the "AYCE" long sleeve featuring a tasteful depiction of traditional nigiri sushi. Another key piece is the "Fuji" tee and hoodie which highlights Mount Fuji, the Tokyo Tower, and the beloved cherry blossom.

The collection is set to release on April 25th, 2021 at https://primitiveskate.com and other retailers worldwide.

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Co-Produced and co-directed by me

Styled by me

Shot by Liz

In efforts to bring awareness to Mental Health, Primitive has collaborated with Mister Rogers.

Shop the Mental Wealth/Mister Rogers collection on April 8th, 2021 at https://primitiveskate.com and other retailers worldwide.

Copy written by me

Produced and directed by me.

Styled by Katie Qian

Shot by The Social Trust

BTS TikTok shot by me

Co-edited by Eric Iwakura

Final TikTok video shot and edited by David Serrano

Primitive pays homage to wildlife with its newest Animal Nature Collection. Staple designs featuring a diverse group from the animal kingdom appear on tees, hoodies, and hats, as well as a fully embroidered coaches jacket. The collection is set to release on March 28th, 2021 at https://primitiveskate.com and other retailers worldwide.

Copy written by me

Produced and directed by me

Styled by me

Shot by Justin Sariñana

BTS TikTok shot and edited by me

Final TikTok video shot and edited by Jake Leger

Primitive is releasing their in-house Spring 2021 line. The collection is divided evenly between futuristic/signature prints and classic/technical cut & sew pieces.

Returning to the roots of futuristic utilitarian design, Spring 21 has new intricate graphics featured on the Ensemble tee, Signs hoodie and more. Staple Nuevo script and dirty P tees have also been revamped with a new iterated puff print.

Cut & sew, on the other hand, has taken a wider approach with updated tech wear, along with classic pieces. With new jackets, tees and bottoms, Primitive has also taken on denim this year with the Venice pants, depicted with a vintage wash, fit and logo embroidery.

Shop the Spring 2021 collection on March 4th, 2021 at https://primitiveskate.com and other retailers worldwide.

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Styled by me

Shot by Fahim Kassam

Primitive is dropping their annual Heartbreakers collection as Valentine’s Day is closing in. As the selection is heavily print-based, fresh contemporary graphics like Cupid, angels, and skulls have been added to the roster.

However, the main graphic focus this time around is a custom designed paisley print that is featured on shirts, hoodies, and jackets, in addition to bandanas and face masks.

Shop the Heartbreakers 2021 collection on February 5th, 2021 at https://primitiveskate.com.

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Produced and directed by me

Styled by me

Shot by Victoria Moura

Primitive has partnered with British artist Paul Jackson for their second installment of Marvel apparel.

Iconic Anti-Heroes Venom and Wolverine share centerstage with the Villainous Doctor Doom, all drawn in Jackson's signature "glitch" style. Oversized prints and custom dyed hoodies pay homage to vintage Marvel gear from the 80's and 90's, while extra cozy sweatpants round out the art forward collection.

Shop the Paul Jackson x Marvel collection on Thursday, January 21st, 2021 at https://primitiveskate.com and other retailers worldwide.

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Styled by me

Shot by Ryuta Hironaga

Featured on Hypebeast

Primitive releases their latest BLACK PACK installment just in time for the cold weather season.

Futuristic themes, ranging from the rise of robotics to technologies' effect on nature, round out the apparel focused capsule.

Highlights include the reflective ripstop "Blackford" jacket and pants, "Beware" heavyweight fleece with rhinestone appliqué, and custom dyed "Origins" and "Connections" hoodies.

Shop the exclusive BLACK PACK 2020 collection on Friday, November 13th, 2020 at https://primitiveskate.com and other retailers worldwide.

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Co-directed by me

Styled by me

Shot by Andrew H Lee

Primitive releases their technical in house Holiday line for the end of 2020. With an abundant mixture of cut & sew and graphics, this year’s Holiday collection offers a refreshing approach to essential cold weather pieces.

Alongside signature t-shirts and hoodies, the collection highlights new pieces like the 3M tracksuit and heavy duty windbreakers. This season’s collection features vintage and collegiate graphics with futuristic and modern designs.

Shop the exclusive Holiday 2020 collection on October 23rd, 2020 at https://primitiveskate.com and other retailers worldwide.

Copy written by me

Produced and directed by me

Styled by me

Shot by The Social Trust