In this issue, AVANT goes to meet the first cowboys who populated the American West. We also recount how great painters and Hollywood largely contributed to mythologizing the image of the cowboy.

Of course — and this is AVANT's primary function — we don't forget to talk about clothing and style, quite the contrary. We trace the evolution of Western style, focusing on the history of two of its most iconic pieces: the Western shirt and the Stetson hat.

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

Oh, and we chatted with Cowboy Phil Rupp , a sunny character who collects fancy cowboy suits and shirts, Courtenay De Hoff , a cowgirl turned TV presenter, Sergio Guardi , designer and creative director of Barbanera, and vintage collector Bernie McMahon .

The forewords are signed by two legends of the West: Steve Weil , grandson of Papa Jack Weil, founder of Rockmount Ranch Wear, and Lynn Downey , former historian for Levi Strauss & Co. and specialist in the history of dude ranches .

Each story immerses us in the history of the United States — particularly the West — and offers a modern perspective on how these garments have influenced the course of history and continue to interact with our society today.

And other surprises to discover...