The new Sorum Noce collection of elegant, innovative rock-inspired couture was introduced last night at a packed reception at the Melrose Ave. boutique in West Hollywood, CA. The event was hosted by Matt Sorum (VELVET REVOLVER, ex-GUNS N' ROSES, THE CULT) and new partner, designer Tony Sartino, as well as Mia Heldt. The new line of Sorum Noce (Nothing Original Comes Easy) includes suits, vests, shirts, leather and suede jackets, along with custom hats by Gunner Foxx and custom shoes by Esquivel. The store is adorned with classic rock n’ roll photos by legendary photographer Jim Marshall.

An array of musicians and celebrities were on hand last night at the year-old store including: Lemmy Kilmister (MOTÖRHEAD), Benmont Tench (TOM PETTY AND THE HEARTBREAKERS), Russell Mael (SPARKS), Billy Duffy (The Cult), Kat Von D, Mark McGrath, Billy Morrison (CAMP FREDDY), fashion designer Henry Duarte, actor/musician Michael Des Barres, musician Elijah Blue, drummer Kenny Aronoff, TV personality Pat O’Brien, designer/television personality Jeffrey Sebelia (Project Runway), Sam Adams III (ER/Smallville), actor Michael Wincott, Darling Stilettos’ Ace Harper, Lindsey Thomas and Gina Katon, producer/songwriter K.O. The Legend, model Angela Celi, actor Jose Yenque, model Lesa Amoore and actor/model Raphi Kammer.

Since the suit and tie era of The Kinks and The Rolling Stones early years, rock and roll and fashion have walked arm and arm. From trendsetters like David Bowie and Bryan Ferry to leather clad icons The Ramones and Aerosmith through to today's stars, attitude and imagination have always helped define and refine modern style.

The Sorum Noce boutique is located at 8568 ¼ Melrose Avenue (across from the Urth Caffé).

Event sponsors were Jana Water, Belvedere Vodka, Red Bull and Izze.

For more info visit www.sorumnoce.com.