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  • Garments 21
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Ralph Lauren: The Power of Family
Culture, Brand Sarah Maggiori 3/23/26 Culture, Brand 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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Stifel, the Indigo Gold Rush
Brand, Culture Eric Maggiori 3/12/26 Brand, Culture 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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Ralph Lauren in Milan: Heritage, Workwear, and Timeless Elegance
Brand, Fashion Sarah Maggiori 1/19/26 Brand, Fashion Sarah Maggiori 1/19/26

Ralph Lauren in Milan: Heritage, Workwear, and Timeless Elegance

At Milan Men’s Fashion Week, Ralph Lauren delivered a powerful statement on heritage menswear.

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Exploring the Heritage of RRL: Ralph Lauren’s Iconic Western and Workwear-Inspired Brand
Brand Sarah Maggiori 10/16/24 Brand Sarah Maggiori 10/16/24

Exploring the Heritage of RRL: Ralph Lauren’s Iconic Western and Workwear-Inspired Brand

Discover Double RL, the Ralph Lauren's tribute to vintage workwear and the rugged spirit of the American West.

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Department Store Cowboy: Three Ranchcraft Picks
Brand Zach Liollio 9/27/24 Brand Zach Liollio 9/27/24

Department Store Cowboy: Three Ranchcraft Picks

Ranchcraft was a sub-brand created by the giant JC Penney. And it was a way for the company to reach a new audience.

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10 things you need to know about Carhartt
Brand Eric Maggiori 6/23/24 Brand Eric Maggiori 6/23/24

10 things you need to know about Carhartt

A classic American workwear brand, Carhartt has always enjoyed a certain popularity. Here are ten anecdotes that will make you love Carhartt even more.

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No, Levi's didn't invent the "Tug-O-War" logo
Brand Eric Maggiori 6/20/24 Brand Eric Maggiori 6/20/24

No, Levi's didn't invent the "Tug-O-War" logo

We're all familiar with the Levi's logo: two horses trying to tear open a pair of jeans. But the world's most famous jeans brand isn't the first to have used this kind of logo.

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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 & living →

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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