Velvet Revolver’s Matt Sorum opens LA boutique.

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, 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?

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