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AVANT
Home
Guides
Books
Stories
Collaboration
Stockists
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Home
Guides
Books
Stories
Collaboration
Stockists
Before leather, there was wool: Harley-Davidson’s first racing jerseys
Garment Stories Sarah Maggiori 2/4/26 Garment Stories Sarah Maggiori 2/4/26

Before leather, there was wool: Harley-Davidson’s first racing jerseys

Long before leather jackets and lifestyle branding, Harley-Davidson was built on racing.

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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. →

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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