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Mastering the Art of Americana Style: A Complete Guide for Men’s Fashion
Wardrobe Essentials Sarah Maggiori 1/17/25 Wardrobe Essentials Sarah Maggiori 1/17/25

Mastering the Art of Americana Style: A Complete Guide for Men’s Fashion

Step into the world of Americana style, a fashion aesthetic that blends rugged practicality with timeless cool.

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Hollywood’s Most Iconic Leather Jackets (and the Movies That Made Them Legendary)
Garment Stories Zach Liollio 1/4/25 Garment Stories Zach Liollio 1/4/25

Hollywood’s Most Iconic Leather Jackets (and the Movies That Made Them Legendary)

Discover 10 famous movie leather jackets—from The Wild One to Top Gun and Fight Club—and why these iconic pieces still shape menswear today.

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Five Reasons Why Peacoats Rule Winter
Garment Stories Zach Liollio 11/27/24 Garment Stories Zach Liollio 11/27/24

Five Reasons Why Peacoats Rule Winter

Peacoats are the eminent choice for braving winter weather.

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American Corduroy: An Unsung Hero of Versatility
Trending Heritage Zach Liollio 11/5/24 Trending Heritage Zach Liollio 11/5/24

American Corduroy: An Unsung Hero of Versatility

Corduroy is a classic among American fabrics. We retrace its history.

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Exploring the Heritage of RRL: Ralph Lauren’s Iconic Western and Workwear-Inspired Brand
Brand Focus Sarah Maggiori 10/16/24 Brand Focus 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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Hunting Jackets: Three Classics for Autumn
Shopping Guides Zach Liollio 10/15/24 Shopping Guides Zach Liollio 10/15/24

Hunting Jackets: Three Classics for Autumn

Hunting jackets balance the need to stand out for safety and blend in for stealth.

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Shop Coats: Fashion in Factories
Garment Stories Zach Liollio 10/2/24 Garment Stories Zach Liollio 10/2/24

Shop Coats: Fashion in Factories

It was one of the staples of American factories (and not only) in the last century: the shop coat.

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Department Store Cowboy: Three Ranchcraft Picks
Trending Heritage Zach Liollio 9/27/24 Trending Heritage 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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The Ultimate Guide to Finding the Perfect Denim Jeans: A Heritage-Crafted Approach for Men
Shopping Guides Sarah Maggiori 9/16/24 Shopping Guides Sarah Maggiori 9/16/24

The Ultimate Guide to Finding the Perfect Denim Jeans: A Heritage-Crafted Approach for Men

For the discerning men who values timeless craftsmanship and heritage clothing, finding the perfect pair of denim jeans transcends mere style. It's about quality, history, and the artisanal work that stands behind each stitch.

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Half-Zip Shirts: Style and Comfort for the Summer-to-Autumn Transition
Garment Stories Zach Liollio 9/9/24 Garment Stories Zach Liollio 9/9/24

Half-Zip Shirts: Style and Comfort for the Summer-to-Autumn Transition

Autumn is a season of transition, both in terms of climate and clothing style. And one piece symbolizes this transition better than any other: the half-zip shirt.

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Evolution of the U.S. Navy Shawl Collar Jacket: A Military Icon
Garment Stories Eric Maggiori 9/3/24 Garment Stories Eric Maggiori 9/3/24

Evolution of the U.S. Navy Shawl Collar Jacket: A Military Icon

Do you know the difference between the US Navy pullover shirt and te US Navy Shawl Collar Jacket ?

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Kanae Kato : The Repair Champion Opens Her Own Store
Trending Heritage Eric Maggiori 8/1/24 Trending Heritage Eric Maggiori 8/1/24

Kanae Kato : The Repair Champion Opens Her Own Store

The world's leading denim repair expert opens her own boutique on August 8: Blue Champion.

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Bernie McMahon : “Everyone is looking at me when I wear my best Western pieces”
Interview Eric Maggiori 7/8/24 Interview Eric Maggiori 7/8/24

Bernie McMahon : “Everyone is looking at me when I wear my best Western pieces”

Bernie McMahon, aka Cowpunkabilly, is one of the most influential collectors of Western Wear. He talks about journey.

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French Workwear words     you need to know
Workwear Glossary Eric Maggiori 7/2/24 Workwear Glossary Eric Maggiori 7/2/24

French Workwear words you need to know

Mastering the ABCs of French workwear is an essential first step in becoming an expert.

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Heritage Style : Timeless Pieces Every Wardrobe Needs
Shopping Guides Eric Maggiori 7/1/24 Shopping Guides Eric Maggiori 7/1/24

Heritage Style : Timeless Pieces Every Wardrobe Needs

It's an expression that, for many years now, has been used in all sorts of ways: heritage style clothing. But what does it really mean?

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