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Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
VELVET REVOLVER/ex-GUNS N' ROSES drummer Matt Sorum has aligned with veteran fashion designer Max Noce to create an elegant, innovative line of rock-inspired couture. The Sorum Noce clothing line will launch in March, with the grand opening of their West Hollywood, CA boutique at 8568 ¼ Melrose Avenue (across from the Urth Caffé) set for mid-April 2008. Sorum Noce can be reached by email at info@sorumnoce.com and by phone at: (310) 358-0451.
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, previously the drummer for GUNS N' ROSES and THE CULT. 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."
But that's not to say Sorum isn't equally driven by his need to please the rock world. Not only do his VELVET REVOLVER bandmates support the initiative, they can be seen modeling designs on Sorum Noce's official website: www.sorumnoce.com. "Everyone's been really excited by what we've done and can't wait until the boutique opens," says Sorum. "In fact," he continues, "I designed a leather jacket especially for Slash that has this special pocket for his Gitanes cigarettes and his lighter. And he loves it. And we're going to make that available to buy."
Elaborating about Sorum's involvement in the clothing line and store, Noce says: "People might think that Matt is just my business partner, but he has a say in almost everything creatively. As long as I have known him, he has a tremendous eye for style. If he didn't, Sorum Noce wouldn't or couldn't exist. He and I are extremely proud of what we've come up with and we can't wait for the world to see what we've done."
- DoubleTalkingJive
- Rep: 74
Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
I think it's cool if the clothing is cool. Then again I am a girl and love shopping 
- Communist China
- Rep: 130
Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
I won't be buying any of this, as I only wear the finest selections from "Adler's Apparel".
- ibelieveinaxl
- Rep: 4
Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
that is cheese coutoure if you ask me...
- Mikkamakka
- Rep: 217
Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
I'm not a Sorum fan and this clothing will be too expensive for me, but I think his clothes are pretty cool these days.
Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
It looks pretty cool. I appreciate the Depeche Mode nod and I always thought Sorum had a good sense of style. He really came into his own during VR. That said, as far as well-dressed rockers with their own clothing line, I'm still sticking with Nikki Sixx. Man knows how to dress, and Royal Underground has some badass stuff.
By the way, who's the guy dying to be Johnny Depp on the Sorum Noce site?
Re: MATT SORUM Prepares To Launch 'Sorum Noce' Clothing
VELVET REVOLVER Drummer Talks Clothing - Mar. 2, 2008
Rick Florino of ARTISTdirect recently conducted an interview with VELVET REVOLVER/ex-GUNS N' ROSES drummer Matt Sorum. A couple of excerpts from the chat follow:
ARTISTdirect: You really have a great spot for the [Sorum Noce clothing] store, and the line is fantastic.
Matt: Thanks. I'm working with a really cool Italian dude named Max Noce. He used to work with different designers including Dolce & Gabbana. He's up on all of the trends with making fine clothing.
ARTISTdirect: How did the collaboration come about between you two?
Matt: I've been hanging out with him for quite a while. We actually worked on the line for the last couple of years. The original idea was just to go out with a kind of wholesale vibe. We tipped that on a little bit. I've been touring and doing all this other sort of stuff that I do. He opened up this vision of the line and was able to work with that angle. Together, we built it through there. Everybody that has seen it is totally into it, and I've got a lot of friends that want to help '” people in the clothing business that I know, as well as rock 'n' rollers, actors and promoters in town. Everybody's willing to help. So it's pretty exciting.
ARTISTdirect: From the looks of who you've gotten to model on your web site, Jerry Cantrell and Slash, it definitely seems like you've got the rock and roll community participating.
Matt: Over the years of playing music, I've lived in Hollywood all this time. So now while being at the store, I see so many people I know walking by. The vibe is really good. Jim Marshall, an old rock 'n' roll photographer, I called him and said, "You know Jim, we'd like to use some of your photography in the store." So he sent me some really great stuff '” pictures of THE WHO and JANIS JOPLIN. We're going to have lots of photography and clothing. We're also making furniture, which is high-end, Victorian-Modern as I would call it. That's going to be available for people to buy, too. So that will be exciting.
ARTISTdirect: The whole vibe is really cool. Sorum Noce has got that rock 'n' roll edge, but you have a real sense of refinement. It's really classy at the same time.
Matt: Thanks. We're trying to keep it pretty classic. We don't want to look like some kind of dated, rock n' roll thing. It's more about fine men's clothing with an edge '” guys that want to go out on the weekend and wear some leather. We also have fine tailored suits. We've done those in beautiful Italian wool. We're doing knitwear, shirts, ties and slacks. It's all cool. The way we mix it up makes it look really classy with a groove on it.
ARTISTdirect: What was your inspiration for designing clothes? Is it tough to find time while doing VELVET REVOLVER?
Matt: I've been busy on the last album and stuff. I think it's from being in the music for as long as I have. I don't want to call it my day job, but I get it done. I play drums and I make music, and that's killer. I have a really great time doing it. I think I've been pretty successful doing that and have had a great career. Of course I'm going to continue, but I'm looking at this as an outside interest that I've wanted to take on. I've wanted to do it for a while. It's a challenge, and also it's an art. It's fun to create. With my partner, we're just having fun designing the store. We're looking at different colors of wallpapers, and we're buying the chandeliers. It's all creative things. That's what we're into: music, art, photography and whatever else.
Read the entire interview at www.artistdirect.com.
