The Style Guide

The Style Guide is a carefully curated collection of street-style photography, featuring some of the most stylish individuals in the menswear industry.

Unlike most style books, this guide goes beyond aesthetics. Each image is accompanied by practical analysis—explaining why an outfit works, with insights on texture, colour, cut, formality, and how to mix tailoring with casualwear.

Where many street-style compilations rely on setting or personality, The Style Guide focuses squarely on the clothes—offering real, usable lessons in modern menswear. It brings together the most important ideas from a decade of writing on Permanent Style, including: the Italian Background, dressing for a modern office, the sliding scale of formality, and how to pair trousers with grey jackets.

If Best of British is about heritage, and The Finest Menswear in the World is about craftsmanship, The Style Guide is about style itself—what shapes it, what defines it, and how to achieve it.

Self-published by Permanent Style, this book is available exclusively here and in select menswear stores worldwide.

Photography by the exceptional Jamie Ferguson, drawn from his extensive archive of street-style imagery.