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AVANT
Home
Guides
Books
Stories
Collaboration
Stockists
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Home
Guides
Books
Stories
Collaboration
Stockists
No, Levi's didn't invent the "Tug-O-War" logo
Myths & Legend Eric Maggiori 6/20/24 Myths & Legend 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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The Marinière: A Voyage Through Time
Garment Stories Eric Maggiori 7/11/23 Garment Stories Eric Maggiori 7/11/23

The Marinière: A Voyage Through Time

Born in the 19th century, the marinière made its maiden voyage as part of the French naval uniform and the original design featured 21 stripes - one for each of Napoleon Bonaparte’s victories.

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Double RL : Top 8 trends from California Dreaming
Trending Heritage Eric Maggiori 10/27/22 Trending Heritage Eric Maggiori 10/27/22

Double RL : Top 8 trends from California Dreaming

Are you ready to put on your hat and boots? Here are the RRL menswear trends for Spring/Summer 2023.

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Vintage tour at Ratta Monta
Trending Heritage Eric Maggiori 8/26/20 Trending Heritage Eric Maggiori 8/26/20

Vintage tour at Ratta Monta

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Vintage Tour at Whitefeather Mfg
Trending Heritage Eric Maggiori 8/26/20 Trending Heritage Eric Maggiori 8/26/20

Vintage Tour at Whitefeather Mfg

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Newer 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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