AVANT Magazine Volume 5 — An Anthology of Western Wear

AVANT Magazine is a biannual magazine founded by Eric Maggiori. It focuses on the relationship between clothing, history and its impact on our current society. 

After four issues dedicated to workwear and military clothing, AVANT explores the American West with this fifth issue dedicated to Western Wear.

In this issue, AVANT goes to meet the first cowboys who populated the American West. AVANT also tells how the great painters and Hollywood have greatly contributed to mythologize the image of the cowboy.

Of course, and this is the primary function of AVANT: they do not forget to talk about clothes and style, on the contrary. So, they trace the evolution of the Western style, focusing on the history of two of its most iconic pieces: the Western shirt and the Stetson hat.

AVANT also tells the story of one of the greatest rodeo tailors of all time: Rodeo Ben, the man who designed the first Wrangler jeans.

Oh, and they chat with Cowboy Phil Rupp, a sunny character who collects fancy cowboy suits and shirts, Courtenay De Hoff, a cow girl turned to television host, Barbanera’s designer and creative director Sergio Guardi and vintage collector Bernie McMahon.

Prefaces are written by two legends of the West : Steve Weil, grandson of Papa Jack Weil, founder of Rockmount Ranch Wear, and Lynn Downey, former Levi Strauss and Co. historian and a specialist in the history of dude ranching.

Each story lets you dive into the history of the United States - especially the West - and offers a modern perspective on the way these clothes have influenced the course of history and continue to interact with our society today.