avantKickstarter Project: Avant Magazine

A new exciting Kickstarter project has started for the upcoming Avant magazine. Avant is a bi-annual magazine founded by Eric Maggiori from Paris, France. He’s a true dedicated collector of authentic American workwear with an impressive collection. Read and see more of Eric’s collection here.

The magazine will celebrate the history of vintage clothing from the past, present and future. Each issue would focus on a specific topic, offering a fresh and modern perspective on how vintage clothing influenced today’s society. Stories and interviews of Avant magazine are narrated by a core of passionate, creative contributors who stand for the same values: craftsmanship, lifestyle and heritage.

The magazine features endless amazing stories, interviews and still-life pictures which are never seen before. The first issue of the magazine will be released in March 2019.

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Eric Maggiori, founder and editor in chief for Avant. Read more about Eric here.


Camille Gressier, art director of Avant.

The First Cover Of Avant Magazine

The first cover is made by western painter Mark Maggiori. The paintings from Mark Maggiori takes you to the Amercian West. He’s a very talented painter that originally comes from France. When he was only 15 years old he made a holiday trip from New York to San Francisco. During this month long trip his love and fascination of the West started to grow. More about Mark here.

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The first cover of Avant magazine.

The Content Of The Magazine

The first volume of Avant magazine contains 196 pages which are translated in English. It will show American workwear, from the California Gold Rush period to World War II. They converse with Brit Eaton, denim archeologist Rin Tanaka, vintage clothing legend Larry McKaughan, also known as the ‘King of Vintage’, Japanese collector Katsumi Yamashita, Viktor Fredbäck from the True Fit book, and myself (Wouter Munnichs, founder Long John).

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In the magazine they hit the roads in the Colorado mountains with denim hunters Bryan and Melody Kahtava, explore American United Costume, one of the most reputed costume rental house in Hollywood, and tried to understand why Japanese people have such a passion for American workwear.

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They also met young entrepreneurs that brought back to life old American workwear brands such as Black Bear Brand, The Stronghold or Stevenson Overalls and gave them a second youth.

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Photographer Cory Piehowicz will share some original American workers pictures from his personal collection.

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Avant magazine is made to inspire fashion and history aficionados through a serie of interviews, anecdotes and tales. Indeed, outfits are more than garments: they protect us, serve us as an uniform and assert our identity. That’s why vintage clothing will never go out of fashion. That’s why Avant want to share the roots of it so everyone can better understand why clothing is made in a certain way.

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Support the Kickstarter project here.

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.