Ron Robinson Hosts Haute Rods on Melrose
SO-CAL Speed Shop Unveils vintage salt flat racing inspired clothing line with legends from the hot rod, music, film and art world at West Hollywood boutique
Los Angeles, Calif. (June 15, 2012) – Iconic L.A. fashion boutique Ron Robinson’s parking lot is typically filled with the latest European luxury machines, but on Saturday June 9th the sound, sight and smell of vintage speed raised eyebrows on Melrose when the store played host to the launch of the new SO-CAL Speed Shop fashion line, drawing icons of music, movies, racing and the counter-culture art scene for a blockbuster fashion line debut.
Over 300 guests were in attendance including Guest of Honor and SO-CAL founder Alex Xydias, SO-CAL lead fabricator and TV personality Jimmy Shine, company president Pete Chapouris III, Billy Morrison of the Cult, Matt Sorum of Guns & Roses and artist Robert Williams. Videos of vintage salt flat racers and iconic movie motorcycle scenes played throughout the event while living legends of the land speed world like Ed Iskenderian talked with friends.
Karen Meena, Ron Robinson’s Vice President added, “We’re thrilled to host the worldwide launch of SO-CAL Speed Shop’s line. The brand is a true representation of California lifestyle that Ron Robinson’s is known for debuting. The collection is designed with all original artwork from the history of Hot Rods with Alex in 1946 to present. It’s also been influenced with the new California motorcycle Café Racer culture that’s beginning here too. Best of all its created & built in Southern California – Bravo !”
A dozen historic hot rods and vintage bikes worth over $7 million were on display together for the first time, including Bruce Meyer's 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. Shine’s infamous "Bare Nekid" bare-metal 1934 Ford pickup, ZZ Top guitarist Billy F. Gibbons’ custom Thunderbird and the SO-CAL "Miler," an award-winning Triumph street-tracker style motorcycle recently completed by the Speed Shop for event organizer Champions Moto were also on display.
“Sales were brisk on a number of new shirts like Drag Strip, Salt & 210”, said Champions Moto General Manager Mike Briggs. “For our Initial Launch we had a wonderful partner, Ron Robinson & his team wore our merchandise with pride, we’re very grateful for the opportunity – this only happens once, right Alex !?”
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. The SO-CAL Speed Shop Collection is available exclusively at Ron Robinson/Fred Segal both in store at their Melrose and Santa Monica locations and online at www.ronrobinson.com.
Kevin Walder ended with, “Everyone at Champions Moto would also like to wish Ron Robinson a very happy 51st birthday and we couldn’t have done it without him. Geminis Unite!”
To learn more about Champions Moto, visit www.ChampionsMoto.com or http://www.facebook.com/ChampionsMoto.
Contact: Dan Kahn - Kahn Media
818/881-5246 Dan@KahnMedia.com
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