Rock and Roll CoutureSorum Noce's New Boutique Offers High End Pieces with a Rock and Roll Edge

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On May 18, 2008, former Guns N' Roses and current Velvet Revolver drummer Matt Sorum and his designer partner Max Noce celebrated the grand opening of their menswear store Sorum Noce. The Melrose Avenue party was executed in classic rock and roll style- musicians like Duff McKagan from Velvet Revolver, Mark McGrath, and Brett Scallions were in attendance, as well as photographer Jim Marshall, whose brilliant work adorns Sorum Noce's walls, and Billy Morrison, the guitarist from The Cult and Camp Freddy, who kept the vibe going strong from behind the DJ booth.  

As starstudded as the event itself was, the real stars were the clothes. The designing duo delivered the goods in a big way. The clothes are exquisite- edgy, hip and modern- but not so over the top that non-rockers would look out of place wearing them. Your accountant could wear Sorum Noce and literally look like the coolest CPA ever. The secret to the seamless combination of rock and roll edge and couture is their exceptional tailoring. No doubt resulting from Max Noce's background as a veteran designer who has worked with Valentino and Dolce and Gabbana among others, the construction and presentation of every piece is meticulous and offers lovely surprises like a splash of color in the lining and contrasting stitching.

Matt Sorum's impressive career as a world class drummer in two of rock's most influential bands brings the palpable rock and roll edge that makes Sorum Noce so special and creates the long needed shift in the style continuum. It's a definite step up from the garish Ed Hardy t-shirts and hats that have become so ubiquitous.


Visit Sorum Noce at
8568 1/4 Melrose Ave.
West Hollywood, CA 90069
and online at www.sorumnoce.com

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