The Casual Style Guide

The Casual Style Guide is a visual and analytical exploration of modern menswear, presented through the lens of street style. Featuring some of the most stylish figures in the industry, it goes beyond aesthetics: breaking down each look to explain why it works, from fabric textures and colour pairings to proportion and formality.

Unlike typical street-style books, this guide offers practical insight into the principles behind great casual dressing. It distils over a decade of advice from Permanent Style into a thoughtful, image-led handbook on how to balance sartorial and relaxed pieces with confidence.

Supported by Viberg and featuring original photography by Jamie Ferguson, The Casual Style Guide is self-published by Permanent Style and available exclusively online and in over 50 leading menswear stores worldwide.