avant magazine

An Anthology of Western Wear

The new issue of Avant magazine is themed ‘An Anthology of Western Wear’. After four issues dedicated to workwear and military clothing, Avant explores now the American West with this fifth issue dedicated to Western Wear. You will learn everything you need to know about the Western lifestyle and the clothing of the cowboys.

avant An Anthology of Western Wear

The Content Of The New Avant

In this new issue, Avant goes to meet the first cowboys who populated the American West. In the magazine, Avant will also tell how the great painters and Hollywood have greatly contributed to mythologize the image of the cowboy. The magazine will 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.

The story of the great rodeo tailor, Rodeo Ben, the man who designed the first Wrangler jeans (more about this first jeans here), is also included. Next to that, Avant chatted 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 shares 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.

avant An Anthology of Western Wear

The Western Stories In The New Issue

The new Avant is loaded with inspiring stories such as;

• How the Arts have mythologized the American cowboy: Here is how simple cowboy farmers became eternal and universal figures of America.
• The Western shirt, an American identity: First worn by Vaqueros in the 19th century, the Western shirt has become the symbol of cowboy culture and identity.
• The Origin of the Stetson Hat: Created by John B. Stetson during a trip to the American West, the Stetson hat would rapidly become the headgear of millions of Americans.
• Black cowboys: a forgotten history: Long erased from history books, Hollywood movies and rodeos, black cowboys are now slowly finding their place, mainly thanks to culture and fashion.
• Dude Ranch Duds: At the end of the 19th century, some ranches in the Western territories began to welcome guests. This will, indirectly, contribute to the mass diffusion of the western style in the popular culture.
• Dude Ranch Duds: At the end of the 19th century, some ranches in the Western territories began to welcome guests. This will, indirectly, contribute to the mass diffusion of the western style in the popular culture.
• From suffragettes to Marilyn Monroe: the rise of women’s jeans: Some brands, like Levi’s and Lee, have accompanied this feminization of jeans, adapting the cuts and models to the female body.

avant An Anthology of Western Wear

Inspiring Interviews

As always, Avant created inspiring interviews with top-notch legends such as;

• Bernie McMahon: He is proof that the American West has no borders: in fact, he was born and raised in Melbourne, Australia.
• Cowboy Phil Rupp: He is, quite possibly, the classiest cowboy in the United States. He is Phil Rupp, known to all as Cowboy Phil. A man who, in himself, is an ode to nature and colors.
• Courtenay De Hoff: She grew up on a ranch in Kansas, as a little horse-riding cowgirl, and has worked in mainstream television in America for over a decade.
• Joe David Walters: He is an actor, musician and owns a company called Union Western Clothing which is making suits for rock stars.
• Sergio Guardi: Born and raised in Italy, Sergio Guardi took a liking to the cowboy genre when he was a child.

avant An Anthology of Western Wear

avant An Anthology of Western Wear

Art & Illustrations

In each Avant issue there are many pieces of art and illustrations included. This time you can be inspired by;

• Electric Desert: A masterpiece from western painter Mark Maggiori.
• Images of the West: Twelve images of cowboys, which immediately immerse us in the spirit of the West.
• Private Collection: Rare pieces of Western Wear from the collections of Bernie McMahon, Joe David Walters, Eric Maggiori and myself, Wouter Munnichs.

Expect also a love letter to cowboy boots by Joey Medina, seven things to know about the cowboy’s accessories, when modern fashion meets tradition: the westerner’s shopping list, and the Wrangler comic books.

avant An Anthology of Western Wear

Ready To Pre-Order

The Avant – An Anthology of Western Wear is now ready to pre-order. Pre-order is here. It will be officially released on February the 7th, 2023.

avant An Anthology of Western Wear


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.