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STYLE ESSENTIALS
INTRODUCTION
10 MASCULINE STYLE
ESSENTIALS
This information is for men who want to use their clothing and appearance
as a means to improving other aspects of their lives.
Unlike most style essentials, the list included in this book does not consist
of particular articles of clothing. Rather, it contains ten essential approaches
necessary to establishing a healthy relationship with appearance and how it
can be used to benefit a man’s life.
Before diving in, I do want to share the most fundamental tip I can right
from the get go.
Dress Intentionally
All ten essentials build off each other and work independently. Read them
one at a time, start to finish, or in any order you like. Just be sure to apply
them.
WRITTEN BY
TANNER GUZY
1ST EDITION, JUNE 2015
COPYRIGHT 2015 MASCULINE STYLE
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WHO IS TANNER GUZY
When I was in junior high I made sure that all my T-shirts were from the
BMX companies whose parts I owned or the punk bands whose shows I
attended. As I got older, I learned that my clothing reflected more than just
my status within my chosen hobbies and I had to adjust it accordingly.
Now I wear a suit and tie to work every day. I’ve done so for more than 12
years and it’s as comfortable to me as the cargo pants and baggy UGP T’s I
wore as a punk kid. The suit just better reflects who I am.
For many men seeking to improve their station in life, one of the first things
they acknowledge is not knowing how to dress well. On top of not knowing
how to dress well, they don’t know how to start doing so. It is a blow to
their pride to admit they don’t have the knowledge to do something. It’s
why they hesitate to ask for directions. But when they push through that
humiliation with a man they can trust as a mentor, they not only accomplish
the thing they set out to do, they learn how to do so for themselves.
My goal is to be that mentor. My services are not to simply tell you what to
wear and how to wear it, but also to teach you “why” so you can become
as fluent in style as you are in your native tongue. I want to teach you the
rules of dressing yourself just like you learn grammatical rules. The end goal
is to have you be as comfortable using your appearance to communicate
your worth and status as you are using your words.
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ESSENTIAL #1
other men.
AN UNDERSTANDING OF Most cultures have used one form of visual recognition or another as
WHAT IT MEANS TO BE A a way to indicate the status of the males. Some Native American
Socially men have been separated from women and children by their Jack Donovan is the author of The Way of Men, a book centered on
appearance as well. The vast majority of human cultures have had the distinction between being a good man and being good at being a
different forms of dress and grooming standards for men. man.
We primarily use our clothing as a way to communicate status within Both of these men do an excellent job of delineating the core
our given groups. We wear suits to communicate a level of respect for concepts of masculinity and their works are worth reading.
ourselves and our colleagues as we conduct business, military men
wear symbols of rank on their uniforms as a quick reference to the With an understanding of what it is to be a man and how we are
hierarchy within the system. Throughout time and across cultures, a different from women and children, we are better able approach the
man’s appearance was primarily centered around the perception of topic of aesthetics and style with the correct goals in mind.
ESSENTIAL #2
style are all tools that other people use to better assess who we are as
A PROPER AND POSITIVE men. We can actively avoid using those instruments, only use them to
their bare minimum, or choose to master them like we attempt to
RELATIONSHIP WITH master any other tool in the belt of masculinity.
Then there are men who have a negative relationship with clothing. To properly use appearance and clothing as a tool, it must be
They believe that any concern with a man’s appearance is either considered appropriately. Many men, once they’ve realized the
effeminate or flamboyant - that a real man has more to occupy his positive results that come from an intentional approach to improving
mind and time than trivial matters like appearance. Or they are men their style, can overcorrect and be overly focused on their
who believe that any concern with aesthetics is shallow and appearance. Just as a hammer isn’t the only effective tool in building
meaningless - that only internal beauty or strength are necessary or a home - clothing isn’t the only effective tool in building a man.
valid in determining the worth and value of other human beings.
Ironically the men with a negative relationship with clothing end up There is a saying that “clothes make the man.” It is a statement with
giving aesthetics more power and more credence than those with a which I disagree wholeheartedly. There are plenty of good men in the
neutral relationship. world who wear bad clothing. Equally so, there are myriad bad men in
the world who wear dress well. Our goal should be to become good
Both miss the opportunity to use clothing and appearance to help men who dress well.
accomplish their goals.
OTHER PEOPLE busy, hyper-focused, and concerned with internal, rather than external
details, but he is not perceived as having these qualities when his
No man is an island - nor should he be. appearance comes at the cost of his focus.
Other than the rare hermit who is able to safely ensconce himself in Clothing is used to signal tribe, status, success, morals, intentions
the woods, away from all other human beings, the vast majority of and more. All of these signals matter because they are only truly
men in the world are reliant on other people. We have family, friends, signals when they are interpreted by another person. Without other
co-workers, neighbors, acquaintances, and numerous other people to make assessments of us, based on our appearance, we
connections. would only wear functional clothing.
Many of these relationships are shallow and simple, while others are
deep and complex. However, each of the people in our lives has some
way of being able to affect us.
A man may have a neighbor who runs a small start-up and is looking
for new help. When they see each other mowing the lawn they may
give a friendly wave with a brief “good morning” and leave it at that.
However, when the man is looking for a new job in his neighbor’s
industry, that connection could quickly deepen and the nature of the
relationship could drastically change.
We never know who will have a solid impact on our lives. This doesn’t
mean a mans should by hypersensitive to the way all people around
him perceive him, but it does mean he’s always aware that others can
help or hinder him in accomplishing his goals.
An improved wardrobe signals an attempt to improve one’s life, and Unfortunately this same acquaintance is one without much ambition.
often comes as part of another major life change. It may be a result of He is in his 30’s with no job, no solid place to call home, no
getting in better shape, a new job, or a new opportunity to date. If a relationships, and no real desire to accomplish any of that.
man is not ready to improve his life in other arenas, a change in his Over time he eventually stopped wearing the clothes we chose for
wardrobe will create cognitive dissonance and he will eventually go him. The way people saw and treated him while wearing those clothes
back to dressing the way he did. didn’t match the way he saw himself. What he was telling people was
that he was a man who didn’t seek too much attention but wanted to
carve out his own place in the world. What he really is is a guy who’s
checked out of society and simply wants to be left alone.
That doesn’t have to be the result. Rather than fighting against the
dissonance, he could have used it as a catalyst to improve himself in
other areas. The discomfort he felt from increased expectations from
those around him could have helped him accept more responsibilities
and challenges in his life.
The saying is to “dress for the job you want, not the one you have.”
The key is here is to make sure the job you’re dressing for is actually
the one you want because once he starts dressing the part, more
doors will open up for a man to live the part than would have
otherwise.
I have a acquaintance whom I did a consultation for a few years ago.
He had recently come in to a bit of money and his current wardrobe
was quite literally full of holes. His pants were so bad that they were
barely staying together.
ESSENTIAL #6
Embracing this new level of attention can be a challenge. Many of us
A WILLINGNESS TO are content to mind our own business. However, as stated in Essential
3, no man is an island, and I have made many great business and
EMBRACE SOCIAL RISK personal connections form people who have approached me because
of what I’m wearing.
Once a man decides to make life changes, many of the people around Balancing out the positive attention that comes from successfully
him will chafe at his desire to improve himself. It shines a light on their dressing well, failure in appearance will lead to negative attention.
own failure to do so. Many men experience negative reactions from We’ve all seen the man who looks like he’s trying to hard too fit in with
friends, family, and co-workers. a particular group. Terms like “poser” and “try-hard” get thrown
around fairly easily when a man overdoes the appearance
More often than not these negative reactions are no more than good- improvement - especially when it’s not an improvement.
natured teasing. A change in appearance is often so easy and so
drastic that a man’s loved ones can’t help but have a little fun at his Unfortunately it’s impossible to avoid these mistakes, and it’s often
expense. This should be embraced as part of the process and, sooner the negative feedback we receive from others that allows us to
rather than later, these same people will begin to see his recalibrate and improve on the new changes.
improvements as the new default. It’s a small discomfort with a large
payoff. Many men are uncomfortable with new levels of attention being paid
to them. This is especially true for men with a neutral relationship with
On the other hand, other people genuinely resent a man for making clothing. They’d rather go unnoticed than have any real positive
improvements and try to drag him back down to his previous level. attention, and worst of all is receiving negative attention. However, the
They are crabs in a bucket and don’t want anyone else to escape the unremarkable man is also more likely to go unnoticed when it comes
same fate they believe they are destined to experience. If any person time for dates, promotions, new friendships, etc.
in a man’s life has a genuinely negative reaction to him dressing
better, this person should be abandoned for the dead weight he is. It is essential that a man be willing to take the social risks, both
positive and negative, that come from improving his wardrobe and
On top of the social risk that comes from friends and family, success use these risks to calibrate his improvements so they help accomplish
in dressing well will lead to positive attention from co-workers, his purposes.
acquaintances, and complete strangers. I get approached daily by
both men and women who have some sort of comment to make on
what I’m wearing. Most will just pay a compliment or ask me where I
found a particular piece. Others have even asked to take pictures of
or with me (thankfully that’s the very rare exception and not the rule).
ESSENTIAL #7
to hold his protege accountable, and is able to apply the right balance
A MENTOR between pressure and encouragement to ensure the success of his
student.
There is no need to reinvent the wheel when it has already been fine-
tuned.
There are dozens of men who run sites and businesses dedicated to
helping men improve their appearance. I know many of these men
and can vouch for their desire to genuinely help the men with whom
they work.
As a man starts to dress better his clothing will feel different. It may be For an outgoing extrovert, a dark-polo-with-neutral-khakis uniform is
tighter in some places and looser in others. It follows his natural equally as unfamiliar and uncomfortable. It also communicates
movements differently and can feel completely foreign. something about the man that isn’t true and is incongruent with the
way in which he interacts with the world. It says he is comfortable
Along these same lines, as a man starts to dress better he will start to flying under the radar when he would rather be at the center of
see himself differently. His posture may change, as might his self- attention. It communicates that he is willing to embrace the uniform of
respect, his confidence, and the authority in his voice. a safe, unoffensive side of society that he may actively rebel against.
As a man starts to dress better people will start to treat him differently. Finding the distinction between discomfort and unfamiliarity is the
Attractive people are perceived as more successful, kinder, and more sweet spot between improving one’s appearance without his
intelligent. wardrobe becoming a costume.
All of these changes are unfamiliar at first. Both the social and
physical differences associated with dressing well take some time to
adapt to. Rather than resisting the unfamiliarity that comes with these
changes and claiming discomfort, it benefits a man to push through
the unfamiliarity until it becomes familiar.
Eventually that better-fitting shirt will feel like a second skin, the
improved posture will become second nature, and the increased
receptiveness from other people will be welcomed - not avoided.
A SENSE OF SELF
All of the nine previous essentials hinge on this final piece. A man
cannot willingly embrace risk and mistake, submit himself to a mentor,
learn to accept unfamiliarity, or even know what he wants to
communicate as a man if he doesn’t have a sense of self.
A man of Masculine Style is one who lives and dresses in a way that is
both deliberate and intentional. Neither of which is possible if the man
doesn’t know who he is, where is roots are from, and the destination
to which his goals will ultimately lead him.
CONCLUSION
fall more into secondary or tertiary priority.
FINAL WORDS FROM
It’s a fantastic guide and a key step in the next part of your journey to
TANNER becoming better dressed- and better overall. Head on over HERE to
check it out.
I hope you enjoyed reading these essentials as much as I enjoyed
writing them.
Thanks again!
The main point I hope you take away from all of this is that putting a
little bit of thought and effort into establishing your wardrobe will yield
significantly better results than a half-hearted attempt to pick up a few
staples.
The next step from here is to learn the 30 Staples that every man
should have in his wardrobe. These are a great start to implementing
all of the principles outlined in this guide and deserve a place in the
wardrobe of every well-dressed man.
The great thing about these 30 Staples is how well they all mix with
each other, along with looking great with articles of clothing that