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A must-read publication for denim fans, military uniform enthusiasts, and vintage workwear enthusiasts!

Avant is a biannual magazine founded by Frenchman Eric Maggiori. It traces the clothing of various classes and industries throughout history, from ancient times to the present day, and even to future trends. It is rich in content and illustrated with pictures. The editorial team uses a pragmatic spirit to trace the evolution of history for readers.

After four issues focused on workwear and military uniforms, AVANT's fifth issue turns its attention to the American West, focusing on Western Wear .

In this issue, AVANT explores the earliest cowboys who settled the American West. We also explore how master painters and Hollywood films played a crucial role in mythologizing the cowboy.

Of course, this is also the core function of AVANT: we never neglect the discussion of clothing and style, but rather prioritize it. So, we traced the evolution of Western style, focusing specifically on the history of two of its most iconic items: the Western shirt and the Stetson hat .

We also tell the story of a legendary denim designer, Rodeo Ben , who designed the first pair of Wrangler jeans.

We also chatted with several interesting people: Cowboy Phil Rupp , who collects gorgeous denim suits and shirts, Courtenay De Hoff , the cowgirl-turned-TV host, Sergio Guardi , the designer and creative director of Barbanera, and vintage collector Bernie McMahon .

The forewords are written by two Western legends: Steve Weil (grandson of Rockmount Ranch Wear founder Papa Jack Weil) and Lynn Downey (former historian for Levi Strauss & Co. and expert on dude ranch history).

Each story delve into American history, particularly the West, and offers a modern perspective on how these garments influenced history and continue to play a role in society today.

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STORIES & TALES

• How art mythologized the American cowboy : From a simple cattle rancher to a timeless and universal symbol of America.

• The Western shirt, a symbol of American identity : first worn by Vaqueros (Mexican cowboys) in the 19th century, it has since become a symbol of cowboy culture and identity.

• Origins of the Stetson Hat : Designed by John B. Stetson while traveling in the American West, it quickly became the headwear of choice for millions of Americans.

• The forgotten history of black cowboys : once excluded from history books, Hollywood movies and cowboy competitions for a long time, it is now gradually being rediscovered under the promotion of culture and fashion.

• Dude Ranch style : In the late 19th century, some ranches in the West began to welcome tourists, which indirectly promoted the widespread dissemination of Western style in popular culture.

• From the women's rights movement to Marilyn Monroe: The rise of women's jeans : Brands such as Levi's and Lee witnessed and promoted the feminization of jeans, adjusting the cut and fit to suit the female body shape.

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INTERVIEWS

• Bernie McMahon : His story proves that the American West has no boundaries - because he was actually born and raised in Melbourne, Australia.

• Cowboy Phil Rupp : Perhaps the most tasteful cowboy in the United States, everyone calls him Cowboy Phil, a person full of sunshine, like the embodiment of nature and color.

• Courtenay De Hoff : Raised on a Kansas ranch and a former calf girl, she has been working in mainstream American television for over a decade.

• Joe David Walters : An actor, musician, and owner of Union Western Clothing, which specializes in making western suits for rock stars.

• Sergio Guardi : Born and raised in Italy, he has been fascinated by cowboy culture since childhood.

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ART & ILLUSTRATIONS

• Electric Desert : A masterpiece by western painter Mark Maggiori.

• Images of the West : Twelve images of cowboys instantly bring us into the Western atmosphere.

• Private Collection : Rare western clothing from the collections of Bernie McMahon, Joe David Walters, Eric Maggiori, and Wouter Munnichs.