Matt Sorum - drummer for multi-platinum Grammy-winning rock band VELVET REVOLVER - 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.?"