Alice Cooper, Marilyn Manson, Billy Idol, Olympic gold-medalist snowboarder Shaun White, Seth Green, Neil Diamond, pro-BMXer Carey Hart, Mark McGrath, Billy Morrison (CAMP FREDDY), ALICE IN CHAINS, Appolonia Kotera (shopping for longtime friend Prince), Billy Duffy (THE CULT), Rikki Rockett (POISON) and Harry Morton (Viper Room owner) are among the diverse folks dropping by to shop at Sorum Noce, the new West Hollywood, California boutique founded by famed drummer Matt Sorum (VELVET REVOLVER, GUNS N' ROSES, THE CULT) with longtime friend, veteran fashion designer and business partner Max Noce. Together, they've created an elegant, innovative line of rock-inspired men’s couture.
As noted in a Los Angeles Times feature (April 20, 2008), "The Sorum Noce boutique, which the drummer designed, is beachy and British Goth at the same time, with white beams on the ceiling, black lacquered rococo-style chairs, silver wall sconces and a patchwork Union Jack rug." More items — some being modeled by fellow VELVET REVOLVER bandmates — can be seen at the label's web site, www.sorumnoce.com.
Sorum Noce is the culmination of a 10-year friendship that began when Noce — who already had tenures at Valentino, Ungaro, Karl Lagerfeld and Dolce & Gabbana — started crafting clothes for Sorum. In 2005, Sorum and Noce decided to become business partners.
"I've had the good fortune of being successful in the music business, which is a difficult business," acknowledges Sorum. "So I went into it with an understanding that it might be a challenge. But John Varvatos, who has become a really good friend of mine, gave me the courage to think that it could be done."
For Noce, drawing from his array of experience as a fashion merchandising manager-turned-designer has helped build the Sorum Noce line into something substantial and distinct. The Milan native asserts, "We're bringing old world values and sophistication back to fashion. I like things elegant, English tailored, black and small," Noce says, acknowledging DEPECHE MODE as an influence. "There is nothing oversized or flashy in our line. I really enjoy working with high end cuts of fabric and I pride myself on delivering a quality product, couture with an edge."
Sorum says he's "always been interested in the idea of rock & roll and fashion. I'm really into suits. I was always inspired by the actor Tony Curtis. He always looked impeccable. He was a master of style."