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Guides
Books
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The Adirondack Great Camp: America's first heritage interior
Architecture & Living Sarah Maggiori 4/22/26 Architecture & Living Sarah Maggiori 4/22/26

The Adirondack Great Camp: America's first heritage interior

The wilderness aesthetic behind every cabin retreat, every cashmere-throw catalogue, and every quiet-luxury interior you have seen this year.

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The Worker's Musette: From French Workwear to Modern Carry
Garment Stories Sarah Maggiori 4/20/26 Garment Stories Sarah Maggiori 4/20/26

The Worker's Musette: From French Workwear to Modern Carry

It has been a soldier's bag, a fly angler's bag, and a tool-carrier for tradespeople whose names were never catalogued. Discover the story of The Musette bag.

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Flat, Wide, and Unapologetically American: Meet The Ranch House
Architecture & Living Sarah Maggiori 4/15/26 Architecture & Living Sarah Maggiori 4/15/26

Flat, Wide, and Unapologetically American: Meet The Ranch House

Walk into a well-curated ranch interior and you're reading a story told in objects.

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How Jeans Become a Personal Archive
Garment Stories Sarah Maggiori 4/13/26 Garment Stories Sarah Maggiori 4/13/26

How Jeans Become a Personal Archive

Discover how jeans became America's most honest garment: a personal archive written in indigo, friction, and time.

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The Chimayo Jacket: America's most storied garment
Garment Stories Sarah Maggiori 4/9/26 Garment Stories Sarah Maggiori 4/9/26

The Chimayo Jacket: America's most storied garment

Discover the Chimayo jacket, a 400-year-old New Mexico weaving tradition turned men's fashion icon.

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Roman and Williams Designers: The Duo Behind America’s Most Atmospheric Interiors
Architecture & Living Sarah Maggiori 4/1/26 Architecture & Living Sarah Maggiori 4/1/26

Roman and Williams Designers: The Duo Behind America’s Most Atmospheric Interiors

Roman and Williams creates interiors that feel remembered, shaping a distinctly American atmosphere built on craft, memory, and quiet elegance.

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Workwear and the persistence of labor
Cultural Analysis Sarah Maggiori 3/30/26 Cultural Analysis Sarah Maggiori 3/30/26

Workwear and the persistence of labor

Originally designed for durability and function, workwear clothing has evolved into a symbol of authenticity, craftsmanship, and heritage style.

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Ralph Lauren: The Power of Family
Cultural Analysis Sarah Maggiori 3/23/26 Cultural Analysis Sarah Maggiori 3/23/26

Ralph Lauren: The Power of Family

Ralph Lauren built more than a fashion brand: he created a family-driven world. As birth rates decline and identity shifts, his vision of inherited style feels more relevant than ever.

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Tinted lenses and the rise of filtered reality
Cultural Analysis Sarah Maggiori 3/19/26 Cultural Analysis Sarah Maggiori 3/19/26

Tinted lenses and the rise of filtered reality

From aviation to aesthetics, tinted lenses reveal a shift in menswear, where style becomes a tool to filter, shape, and experience reality.

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Ivy Style: The exhibition that defined the history of Ivy League menswear
Sarah Maggiori 3/16/26 Sarah Maggiori 3/16/26

Ivy Style: The exhibition that defined the history of Ivy League menswear

Discover the Ivy Style exhibition at FIT, a landmark show exploring the Ivy League look and its lasting influence on American menswear and global fashion culture.

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Stifel, the Indigo Gold Rush
Brand Focus Eric Maggiori 3/12/26 Brand Focus Eric Maggiori 3/12/26

Stifel, the Indigo Gold Rush

Stifel’s iconic indigo fabric—often called Wabash—became one of the most sought-after textiles in vintage workwear.

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Cory Piehowicz: Hunting 1891 Levi’s and the Passion Behind Vintage Workwear
Interview Eric Maggiori 3/9/26 Interview Eric Maggiori 3/9/26

Cory Piehowicz: Hunting 1891 Levi’s and the Passion Behind Vintage Workwear

Vintage workwear collector Cory Piehowicz shares how he hunts rare Levi’s, explores old mining sites, and builds one of the most fascinating workwear collections today.

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Why the Ribbed Undershirt Is a Modern Essential
Garment Stories Sarah Maggiori 3/3/26 Garment Stories Sarah Maggiori 3/3/26

Why the Ribbed Undershirt Is a Modern Essential

From military base layer to modern essential, discover why the ribbed undershirt remains a foundational garment every man should own.

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Seven things you should know about the Moleskin jacket
Garment Stories Eric Maggiori 3/2/26 Garment Stories Eric Maggiori 3/2/26

Seven things you should know about the Moleskin jacket

People often get introduced to the French workwear world thanks to this item: the famous “veste en moleskine” (moleskin jacket). But what do you really know about it ?

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The Western Bolero Jacket: Where Ranchwear Became Tailoring
Garment Stories Sarah Maggiori 2/23/26 Garment Stories Sarah Maggiori 2/23/26

The Western Bolero Jacket: Where Ranchwear Became Tailoring

Cropped, embroidered, and cut in gabardine, the Western bolero jacket turned ranchwear into one of the most distinctive silhouettes in American menswear.

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The Age of the Irreproducible
Cultural Analysis Sarah Maggiori 2/18/26 Cultural Analysis Sarah Maggiori 2/18/26

The Age of the Irreproducible

In an era defined by algorithmic taste and infinite digital imagery, heritage menswear is entering a new phase.

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The Boys Who Watched the Sea
Garment Stories, Culture Sarah Maggiori 2/16/26 Garment Stories, Culture Sarah Maggiori 2/16/26

The Boys Who Watched the Sea

During the First World War, Britain relied on watchful eyes along its shores. Among those observers were Sea Scouts, standing in heavy wool jumpers inspired by the Royal Navy.

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Black Cowboys: A Forgotten History
Culture Eric Maggiori 2/13/26 Culture Eric Maggiori 2/13/26

Black Cowboys: A Forgotten History

Once erased from history, Black cowboys made up a significant part of the American West. Culture and fashion are finally restoring their legacy.

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You were never just a Cowboy Hat
Icons & Objects Sarah Maggiori 2/12/26 Icons & Objects Sarah Maggiori 2/12/26

You were never just a Cowboy Hat

A love letter to the Western hat worn by icons, shaped by purpose, and instantly understood without ever needing explanation.

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Take Ivy: the accidental manifesto that preserved Ivy Style
Culture Sarah Maggiori 2/9/26 Culture Sarah Maggiori 2/9/26

Take Ivy: the accidental manifesto that preserved Ivy Style

In 1965, as Ivy Style was slowly fading from U.S. campuses, a Japanese photographer called Teruyoshi Hayashida documented it with precision, patience, and respect.

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Older Posts
A collection of magazines and books with Western and cowboy themes, including illustrations of cowboys, horses, and people in vintage Western attire, spread out on a plaid fabric surface.

Print Issues
Collectible editions shipped worldwide. →

Three digital magazine covers related to American culture and history. The front cover features a Western shirt with patriotic flags and the title "The Western Shirt: An American Identity." The other two covers are partially visible behind it, one with distressed jeans and the title "AVANT" and the other showing two men in uniform with military-themed text.

Digital Issues
Read instantly, anywhere. →

Clothing store with mannequins dressed in vintage apparel, hats, and accessories, brick wall background with signs and framed photos, indicating a retro or thrift shop.

Guides
Evergreen deep dives on heritage style. →

AVANT is an independent publication that sits at the crossroads of a book and a revue, offering 196 pages of in-depth exploration. Founded by Eric Maggiori, it’s operated from Paris, France, and distributed worldwide. AVANT explores the relationship between clothing and history, examining their cultural impact and how they shape our society today. Each issue is printed with care in Spain and fulfilled from our Parisian warehouse.

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