drumline.

that's it! Every time I fumble through The Los Angeles Times, I find articles. Interestingly, I only "read" the newspaper as I'm crumpling it all into cardboard boxes for packing or sorting through it quickly to get all the annoying ad inserts out. The Image section will always be set aside; if i don't like it, it goes along with its pals.

<--------------------
...which brings me to this

SorumNoce.com (hark, there's loud music when it opens)

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.

With SORUM NOCE, legendary Velvet Revolver drummer Matt Sorum and veteran fashion designer Max Noce have aligned to create an elegant, innovative line of rock-inspired couture. The culmination of a 10-year friendship that began when Noce started crafting clothes for the one-time Guns N' Roses kitman, it flourished in 2005 when Max – who already had tenures at Valentino, Ungaro, Karl Lagerfeld and Dolce & Gabbana – and Matt decided to become business partners. "I've had the good fortune of being successful in the music business, which is a difficult business. So I went into it with an understanding that it might be a challenge," acknowledges Sorum. "But John Varvatos, who has become a really good friend of mine, gave me the courage to think that it could be done." For Max, 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. With an L.A. boutique unveiling set for Spring 2008 with a goal to have the designs in high end stores like Barneys New York by Fall, the Milan native asserts, "We're bringing old world values and sophistication back to fashion."

"I like things elegant, English tailored, black and small," Max 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." Meanwhile, Sorum admits to drawing influence from the aforementioned Thin White Duke. "I've always been interested in the idea of rock & roll and fashion," he says. "I'm really into suits. I was always really 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. "Duff [McKagan] and Slash have been a huge source of support." Matt says. "Everyone's been really excited by what we've done and can't wait until the boutique opens." "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."

If one wonders how Sorum balances the launch of a clothing company and its respective flagship shop with recording and touring responsibilities, he concedes to being "a little bit of a workaholic." "I love keeping busy, because I find that when I'm off tour and I'm home in L.A., if I don't have anything to do, there's usually trouble waiting to happen. So I have to keep occupied with something. There is a reason I've redone three houses."
That admission puts an end to any speculation that Sorum might just be involved financially in the fashion venture, which the world famous drummer simply but firmly describes as "rock & roll couture."

"People might think that Matt is just my business partner, but he has a say in almost everything creatively," Max explains. "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."
Sorum Noce opens to the world in Spring 2008.