Bonneville on Melrose

Hod rods, vintage bikes and legends of speed highlight debut of SO-CAL Speed Shop's new apparel line at RON ROBINSON/FRED SEGAL June 9th at 1:00pm

Los Angeles, Calif. (May 23, 2012) – In the late 1940s, daring young men with a passion for speed and skills learned in the war crafted rough-hewn, high-octane racing machines to push the boundaries of speed and human endurance at the Bonneville Salt Flats. More than 60 years later the spirit of those first racing pioneers has been captured in a new line of apparel inspired by the legendary SO-CAL Speed Shop, set to debut at the exclusive Ron Robinson/Fred Segal store on Melrose Ave. in West Hollywood on June 9th.

Among the cars on display will be one of the most famous hot rods of all time, Bruce Meyer's immaculate 1932 Doane Spencer Ford roadster, restored by SO-CAL Speed Shop and winner of the inaugural Historic Hot Rod class at the Pebble Beach Concours d'Elegance. SO-CAL chief fabricator Jimmy Shine will be on hand with "Bare Nekid," his iconic bare-metal 1934 Ford pickup. Also on display will be the SO-CAL "Miler," an award-winning Triumph street-tracker style motorcycle recently completed by the Speed Shop for event organizer Champions Moto (

Cool cars and fast motorcycles are entirely appropriate tie-ins with SO-CAL's new apparel line, inspired by the high-speed action that took place on California's dry lake beds and the Bonneville Salt Flats starting in the 1940s. The SO-CAL apparel line was penned by fashion standout Jason Bleick, who turned to his love of vintage objects and his collection of classic motorcycles in coming up with the designs.

Guest of Honor appearing at the debut is SO-CAL founder Alex Xydias, who will be celebrating his 90th Birthday and SC President Pete. Little did Xydias know in 1946 that he was creating one of the most iconic names in motorsports. A high-school hot rodder before joining the Air Force in World War II, Xydias started the Speed Shop with borrowed money on the day of his discharge from the military. SO-CAL was restarted in 1997 in partnership with Chapouris, and 15 years later has grown to become a 30,000-square-foot facility world renowned for its restoration of traditional-style hot rods, crafting of land-speed racers and development of concept cars for major automakers.

The public is invited to the SO-CAL unveiling Saturday, June 9 between 1 p.m. and 6 p.m. at the Ron Robinson at Fred Segal store, 8118 Melrose Ave., Los Angeles, CA 90048, with an invite-only VIP party in Segal's Café from 5 p.m. to 7 p.m. For more information and additional photography, contact Champions Moto at 714-242-4061;

Contact: Dan Kahn - Kahn Media



  • Kahn Media
    Kahn Media