The Casual Style Guide – come to the launch party!

Friday, March 1st 2024
||- Begin Content -||

In two weeks time, on March 14th, we will be holding a launch party in London for our new book, The Casual Style Guide, written by myself and photographer Jamie Ferguson. 

The party, at Clutch Cafe, will run from 6-8pm and the books will be available to buy throughout. Though if readers would like to have copies signed, they can come to Clutch any time from 4pm. We will be signing later too, it just might be a bit of a scrum!

The book will be available online about two weeks after the party. This is just to make sure all stockists around the world have their copies available at the same time. These copies won’t be signed, but there will hopefully be launch events in other parts of the world, and we’ll have the books at this year’s pop-ups

The prequel to this, plain old The Style Guide, has also been reprinted, as it sold out a couple of years ago. These will be available alongside The Casual Style Guide online and in stores. If anyone would like to be a stockist that we haven’t already talked to, please do get in touch.

But what is the book? 

Well, like The Style Guide before it The Casual Style Guide is constructed as a series of street-style shots featuring (in our opinion) some of the most stylish people in the world. Jamie has a huge archive, and we mined through it to pick the ones we think best illustrated our favourite things about casual clothing - and wanted to discuss. 

The discussion takes the form of comments on each page, suggesting what makes an outfit particularly good and what readers can learn from it. This was one of the things that we found made The Style Guide so popular - it wasn’t just a street-style book, but had observations attached to each outfit. 

The Casual Style Guide is also improved (in my view) by adding Jamie’s voice to my own. We both comment on each image, and given we have different styles (in clothing and in writing) the combination both broadens the perspective and brings in a little entertainment.

The other advantage for all those that are sick of the sight of my face is that there are fewer pictures of me in this book and a few more of Jamie.

The book is organised into five sections, representing five genres or ‘paradigms’ of casual dressing: Western, Ivy, workwear, tonal and English country. 

Of course these frequently overlap, but by starting with these types of categories, I think it makes the vast world of casual menswear a little more digestible. Most people will identify with one or two of them; few will regularly wear them all.

As each chapter progresses - one commentary often building on the last - it adds up to a cohesive but broad guide to casual style which I think readers - particularly those starting out - will find quite useful. 

Now and again you also get to hear from people other than us. Five of those featured have given us their own views on their outfits, so you get to hear the thoughts of Basile Khadiry, Luke Walker, Robert Spangle, Ethan Newton and James Harvey-Kelly.

We're also grateful to have outfits of mine in there from a few other photographers I've worked with in recent years - Alex Natt, Milad Abedi and Mohan Singh.

As with The Style Guide, the book wouldn’t have happened without our sponsors, and bootmaker Viberg stepped up this time, electing to be the sole sponsor and have their own section at the back. There Jamie and I talk about the Viberg we own, why we like them and how we wear them. 

Thank you Brett, for everything. 

The Casual Style Guide will be available online and with stockists in about four weeks - two weeks after the UK launch party. It will cost £35 in the UK.

The list of stockists will be announced at that point here on PS. Please do visit one in your country if there is one local to you - reward them for making the effort to ship the books out and have them in person. 

For the launch party, no RSVP is required, we just look forward to seeing you all and celebrating the past two years' work that has gone into this book. Thank you very much to Clutch for hosting us. 

The Style Guide (the original with Kamoshita-san on the cover) will also be available online at the same time and with most stockists. 

Notify of

Inline Feedbacks
View all comments

This has brought back the memory of myself standing at Dhillons Bookstore flicking through a palm sized copy of ‘Tailoring’ (I think) trying to understand sleeve length.

Many years later , several thousand £’s lesser with a wardrobe of increasingly MTM shirts , quality RTW and a several bespoke pieces later and I look forward to your new offering .

Congrats !


Looks marvellous. Congratulations on the fruition of all the hard work to both you and Jamie.

Matthew V

Great photography, as expected


Hi Simon, when I first hear about the casual style guide, for some reason, I imagined quite a heavy skew towards workwear/western influences, but from the photos you have shared here I see that I was wrong and I think I will most definitely be getting it now!


Can’t wait!
Quick question – will it be released in a digital format as well?


Hard times for the Italians. They are not even in your top five genres any more (some part of the tonal genre still is Italian I guess. The Cucinelli looks etc.) But still it is telling for the trend in last couple of years that the italians lost some ground. My question for you Simon would be: is this just a trend among the small group of meanswear nerds or will this spread to „normal people“? Because from what I see on the streets it seems like the „Italian Smooth“ and slim fit is still very dominant.


I.E.Oops, forgot about Italy……..


This might be an English perspective. But otherwise, I do not see less influence of Italian fashion. I also do not see and upwards trend of UK clothing. But yes, Scandinavian style seems to have gotten more important.


This sounds very promising. I have actually been thinking about buying a pair of Viberg service boots. The problem is that they dont have a stockist in the Stockholm area and I dont like to buy expensive footwear without trying them on, including different lasts and widths.


Hi Carl,
I bought a pair of Viberg Service Boots in London. I really do like them and recommend them. Nice as they are, I would also recommend you stick to your instinct, i.e. try them on somewhere if you can.


Looking forward to this.
I remember the original Style Guide having a lovely video where folks featured in the book talked about being stylish and their favourite items (I coincidentally re-watched this a few months ago on YouTube). Will there be plans for something similar for the Casual Guide?


Being US based, I won’t be able to make it out but much congratulations on the new book! Been looking forward to this one a while, definitely will see which US stockists are going to be listed.



Sole sponsor. Works both ways, nice.


Hi, Simon. Do you have any stockists near Atlanta, Georgia in the US?



For Atlanta (also Houston and Dallas) I could see this being attractive to the sorts of men who shop at Sid Mashburn. I was a longtime customer of theirs who moved to London. Fingers crossed I might make it to the launch.


It is interesting that both the cover to your book and a photograph above feature that styling perennial ‘The Trench’.
Hopefully you may recall that I urged you to design the perfect ‘Trench’ some years ago and I was so pleased when you came with the PS product back in 2017. I bought it in a heartbeat and have been wearing it to death ever since. It remains a fabulous product.
That said, it is well overdue for an overhaul and I was very disappointed when you went with the ‘Rider’s Raincoat’ instead. Frankly that isn’t a patch on the ‘Trench’ and it is such a shame when the original could be tweaked to a new level of greatness in terms of style and colour.
I note that Pw are still selling it – can I urge you to revisit it ?


Nakagomi or Nakagami? Is there an unfortunate typo, perhaps, in the Japanese/French section?


Simon, ever since I saw, as a boy, the garage door slide up and Michael Caine step through it in The Italian Job in the best looking suit I’d ever seen, I’ve wanted a similar one made for me.

Sadly Doug Hayward has gone to the great tailoring shop in the sky but if I went to a tailor on Savile Row today for an impeccable bespoke suit inspired by this, if not a straight copy, who would you recommend? I’ve been trying to see which of the tailors’ house cuts would be closest but I’m finding this hard.


Thank you so much Simon. You are a gold mine of sartorial advice.

I found out today that Leslie Haynes at A&S used to work for Doug for 30 years, The other one I was considering was Huntsman because Campbell Carey bought Doug’s business after he died. What do you think? And Is there a connection between Hayward’s cut and Kilgour as you mentioned them? Campbell was head cutter there for a long time as I’m sure you know.

Thanks very much for your advice.

Dan James

Look forward to it. Any stockists in Japan outside of Tokyo/Kyoto/Osaka?

Dan James

Sounds like another reason for a trip to one of those three.

Simon Chambers

Looks great! I’ll have to keep an eye out for both books available in Canada!

david rl fan
National Archives: Faroe Islands jumper uncovered 200 years on
Packages seized by the Royal Navy during conflict in Europe and brought back to the UK more than 200 years ago have been opened for the first time. Until now, their contents had been hidden away in the National Archives. A jumper, knitted in vibrant colour and in a Faroese style, was found among a huge stash of letters.


On your note on “quiet luxury” in the comment above, Simon, would you consider doing an article on the current “old money”/“quiet luxury” trend that Succession (sort of) started and which Gen Z is embracing en masse? I see videos on this trend everywhere now and it frequently looks like Brunnello Cucinelli cosplay with Zara and Polo items – would be great to get your thoughts on this trend and how to do it with high quality pieces.


So happy that a PS Event coincides with my first visit to London! See you on the 14th!


Hi Simon, I have recently bought a beautiful pair of black Crockett and Jones Connaught Oxfords, as I am currently an Officer Cadet at Sandhurst and require this most formal style. I was wondering whether you would be to write a post on how to dress down black Oxfords and incorporate them in one’s casual wardrobe. This was obviously an investment and I would love to be able to wear them more.

Your blog is always a wonderful escape. Thank you!


Looks like a great book. Congratulations.
Do you have a stockist in Vienna or can you buy it directly from your webpage DDP?


Greetings Simon,

Which bespoke tailor for odd casual jackets would you recommend for someone short, with a very slim figure, and narrow shoulders?

Also, do you think English tailoring is better suited for cold-weather garments and Italian tailoring for warm-weather garments? Where I live is mostly sunny, with many days during the year above 23 degrees C.


Hi Simon, sorry to hijack the thread, but what style would you recommend for someone short, yet stocky, with wide shoulders, a big chest, and a narrow waist? I’ve always loved Florentine tailoring, but after trying on a few jackets, it seems the combination of extended shoulder, slight roping, and overall closeness and shortness of fit, means I should look elsewhere, much to my chagrin. I’d like to elongate the silhouette and mitigate that V-shape a bit, for fear of looking like a bouncer.


Thanks, Simon. On the subject of shoulders, would you know of a Florentine tailors whose cut doesn’t emphasize them as much? Although they virtually all say they make a natural shoulder, I find that depending on the fabric it can sometimes look a bit concave or pagoda-like.

Also, contrary to popular wisdom, I find that looser, rather than closer, fits are often more flattering on shorter men. I wonder what you think about that.


Hello Simon,
I paid attention to this article in particular ( Hopefully that was the one you were referring to.
If a lean and short physique person is looking for a subtle, yet enhancing odd jacket, which tailors would you recommend?
I was surprised by your comment in this article ( that says that short or lean guys often dislike the A&S drape, for reasons stated in that article. IMO the A&S house style can look very flattering on this body type because it won’t look like they’re wearing a muscle suit. Curious to hear your thoughts.


Hello Simon,

I’m a little confused by your last two paragraphs! I was asking about your thoughts on tailor house style recommendations for short and thin guys.

I wasn’t referring to David’s inquiry about tailoring for the short and stocky.


Good morning from New York….Congrats and good luck..cheers and much needed peace…


What is the best way to purchase in the US if we are not near a stockist? Can we buy on Amazon or Bookshop?


Hey Simon, this is awesome. Will the books be hitting HK or Australia any soon?


Thanks for that. Look forward to it.


Hi simon. On the topic of casual wear, i walk into shops like uniqlo and often wonder into the womens section just because they have a much wider variety of dress and style. Apart from tailored pants (which ive been a little tired of wearing since covid) it seems guys have very little casual bottoms to wear. There’s the khaki chino, the denim jeans, the military surplus type olive chino…and it seems thats pretty much it. Are there other styles you feel i may miss out? Just for context, i live in a humid country and there’s no layering (sportcoat) so its pretty much shirt and pants. I think there’s quite a variety of shirts to play with (button downs, design and pattern, pocket no pocket, piqie vs knit polos, different types of tees etx) but it seems there’s not much choice for bottoms. I search online and almost aleays end up looking at one of tbe variants above


I was going to mention linen, then scrolled down to find Simon had beat me to it.
Many big brands — Banana Republic, Tommy Bahama, J. Crew — carry nice men’s linen pants. Looks as if Uniqlo does too. Linen is great as it can be dressed up or down, depending on what else you wear, such as a patterned, button-up short sleeve shirt, or a crew neck cotton sweater, or a very casual sweatshirt. The only caution is, that since linen is so light and “drapey”, I’d avoid carrying a heavy overstuffed wallet as it can pull down on the light fabric in ways that would never be a concern with jeans, wool pants, etc. (funny little detail I noticed).

david rl fan

Hi Shem, maybe try drawstring trousers, I searched here and Simon and he was very happy with one pair he had, also maybe something which is a pique. Also on the Ralph Lauren site there are plenty of option like corduroy, but maybe wears too hot, or things like seersucker, or even something which is a fabric mix, say linen and cotton ect.
Kit Blake who sponsors here deals only in trousers, with their spring summer collection. Seeing that you asked you might even want to go bespoke and pick out a material yourself considering the cost of a pair of quality trousers would be roughly the same price, or something southern Italian like Rubinacci, hope it’s of some help.


I’ve always wanted to come along to one of your events Simon, having been a long term fan of PS, and your fantastic guidance.
However, I wake in a cold sweat thinking about turning up looking ill attired, or crumpled after a long day in a dress down office, for the room to turn around and go silent at seeing the state of me!
I’m quite sure it would be the opposite, and a warm and welcoming place to be, but likely a brief moment of anxiety before stepping through the door
So, if I dont make it myself, best wishes on the launch. Looking forward to picking up a copy soon


I can’t make the live event but will certainly put in an online order as soon as that option is live.


Hi Simon, I unfortunately won’t be able to attend your event on Thursday – best wishes on your launch. My question is: Will Clutch continue stocking the book after the event? I plan on visiting them this weekend to get a copy.


Hi Simon,

Congratulations on the release. I was disappointed to see there is no digital version though, and I’m curious if there is any reason for that?

Of course I respect your choice if you do not think that a digital edition would do the justice. But if you do another book (or a re-release), I would selfishly ask to consider a digital edition as well. Nothing fancy, I would suggest simply PDF, as it’s more suitable for photography heavy layouts than most ebook formats while also being readable on practically anything – and depending on your existing production/publishing flow PDFmight be deriveable with quite little effort.

Love reading your blog and am sure I would have enjoyed the book, but I’m not keen to own physical books anymore.

Best regards,