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Rackage is a look inside recently-opened stores around town. Today, let's look inside Sorum Noce on Melrose Avenue.
We spotted the Sorum Noce storefront back in mid-March before it opened a few weeks ago. Helmed by designer Max Noce and Velvet Revolver/former Guns N' Roses drummer Matt Sorum, the menswear boutique is the place to find Italian wool, hand-stitched three-piece suits ($2,100), light handcrafted cashmere knits, and handmade denim and leather jackets and lamb suede shirts ($900-$1,500). Also of note are the original Jim Marshall photos of Jimi Hendrix, The Who, Janis Joplin, Mick Jagger and others ($2,000) and Archangel jewelry.
You're paying for the handcrafting and the details here—slightly slanted sleeves and slits on each side of the back vent on suiting, unfinished soft cuffs on sweaters, convenient inside pockets on leather jackets. There is a bit of rock-and-roll dandy here, but it's still subtle, seen in the choice of red or purple silk lining on suits (with quieter options also available). As Max told Racked, anything that fits, you can buy off the rack, but, if not, there's tailoring and made-to-measure. Max credits the clubby boutique to Matt, who's "good at interiors," but the grassy sitting area outside with fountain seems to be a sweet spot for Max, where they plan to haul out a screen and watch movies in the summer.
· Storecasting: Alberta Ferretti, Sorum Noce, Waterworks Coming to Melrose [Racked]