Velvet Revolver’s Matt Sorum opens LA boutique.

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Over at My Chemical Toilet Stuart is giving us a blow-by-blow account of the Sorum Noce opening in his own inimitable style:

matt_sorum.gifMatt Sorum, drummer of Velvet Revolver, has launched his very own fashion label with a man called Max Noce. No, I don’t know how you’re supposed to pronounce Noce. Their label is called… wait for it…


If any “branding” expert got paid dollar dollar bill y’all for thinking up that monicker, I may just poo myself.

Anyway, Matt and Max – or MaxMatt – aim to provide gennelmen with “an elegant, innovative line of rock-inspired couture”. Their boutique in Los Angeles has just opened, so let’s have a look at it, shall we?

Here is the shop exterior. I imagine the photgrapher may be thinking: “What c*nt parked their shitty white van there?”


Here we see the interior of the store, where you will find an array of gentlemen’s apparel and a picture of a naked woman on a chair with her hands in front of her foo-foo.


Here we see never-knowingly-unannoying frontman of Sugar Ray, Mark McGrath. He think he’s Spiderman. He’s not.


Here we see Matt Sorum himself. Doesn’t he look nice? I’ve never seen someone with a wallet chain look so dapper. I think his shoes are made of cat leather.


And, finally, here we see Matt (left) and Max (your other left). The boys. MaxMatt. Not sure if the boutique opening went quite as well as they were hoping, since they look a bit dour. But maybe they’re just being rock. And yet dapper!


For a proper looksie at male fashion, check out our fragrant pals at Brandish