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 the enduring sense of community and camaraderie of the French.
Issue 64 of 10 Men Magazine – FUTURE, LEGACY, HERITAGE – is on newsstands September 25. Pre-order your copy here.
Photographer JH ENGSTROM
Fashion Editor MAX JOLIVET
Text MARIE-LOUISE VON HASELBERG
Models GIULIANO RUSH at Success Models and PATRYK OCHMANSKI at Catapult
Hair TSUYOSHI TAMAI at by_janekate using ORIBE Hair Care
Make-up THOMAS LORENZ at by_janekate using DR BARBARA STURM Photographer’s assistant IVAN PERRICK
Fashion assistant MAKSYM FADEEV
Casting WHITECASTING
Production MARISSA LEITMAN at TheLink Mgmt
Special thanks to LA FAUVETTE and BAR TABAC L’AMICALE
On the cover, Giuliano Rush wears Loewe
From left: DIOR, SAINT LAURENT BY ANTHONY VACCARELLO, LOEWE, LOUIS VUITTON, PRADA, VALENTINO, KARL LAGERFELD, coat and trousers by VALENTINO, shoes by SAINT LAURENT BY ANTHONY VACCARELLO, GUESS, GUCCI, PRADA, GUESS, LOUIS VUITTON, DIOR
