Our Story
Twenty years of guitar, before it was a brand
My name's Maxime. I've been playing metal guitar for over twenty years — not a hobby I pick up now and then, something I've never put down since I was a teenager. For years I filmed cover videos and posted them online. The channel doesn't exist anymore, but the hours spent breaking down riffs, figuring out why one part works and another doesn't, helping other musicians with their own composition — that part stuck.
Sono Forge didn't start with a market study. It started with wanting to leave a mark with the imagery I actually love in metal — forged skulls, fire, steel — instead of chasing whatever's trending on TikTok this week.
A real guitarist, not an agency
After twenty years of playing, filming, and helping other musicians with composition, I know the difference between a design that looks metal and a design that IS metal. Between a logo built to sell and a symbol you'd actually want on stage, in the pit, or just walking down the street on a random Tuesday.
Every piece in the collection starts with the same question: would I actually wear this myself? If the answer isn't an immediate yes, the design never leaves the workshop.
Forged, not mass-produced
The name Sono Forge isn't just for show. Every piece of clothing in the collection is printed or embroidered to order, one at a time, in Canada — no giant stockpile sitting in a warehouse, no overproduction ending up in a landfill. When you order, your piece is personalized specifically for you. It takes a few extra days compared to a generic shelf t-shirt — that's the cost of something built to last instead of thrown away after one season.
What we'll never do
We'll never chase a TikTok trend hoping it sticks. We'll never slap a symbol on a hoodie just because "it sells." Every design comes from a real connection to metal culture — the riffs, the skulls, the fire, the steel, the raw energy of a live show. If it wouldn't mean anything to someone who actually lives this music, it doesn't deserve a spot in our shop.