GIULIANO RUSH wears Loewe on the cover of 10 Men Issue 64

GIULIANO RUSH wears Loewe on the cover of 10 Men Issue 64

10 Magazine

Pari Mutuel Urbain (PMU), a horse-racing betting company founded in 1930, runs perfect local neighbourhood spots that double as gambling bars across France. However, these aren’t simply places where people come to have a flutter, but an enduring staple of French popular drinking and socialising culture.

Step inside and you’ll find a thriving community: students and workers huddled at the counters clasping tiny cups of coffee or slurping a picon bière apértif, gossiping old men drinking pastis and, of course, les parieurs (sports betters) studying the form for a horse-racing bet.

In the 1960s, young musician Patrice Jolivet created a series of portraits celebrating the characters that inhabited Le Broadway, his local PMU in Nevers, Central France. This small collection of black-and-white photographs were recently found and claimed from the back of a cupboard by his son Max, 10 Deutsch’s men’s fashion director.

The discovery formed the catalyst for a project between him and photographer JH Engström. The result is an engaging dialogue between fashion story and reportage: a celebration of real life, real people and t...