Appearance strategy with Tanner Guzy
You want to be taken seriously at work, feel attractive on a date, and enjoy what you see in the mirror. Let’s build a style that does those things and feels like you.
Private coaching to figure out what your clothes should communicate, find the pieces that work, and learn how to wear them across the life you actually live.
Where we begin
You can know the dress code, own good clothes, and still feel like something is missing. Often, the question is how to bring the different parts of yourself into what you wear.
You’re the man in charge, but the standard executive look feels flat. How do you keep your character and earn credibility with people who don’t know you yet?
You’ve bought interesting pieces, but reach for the same few outfits. You want your eye for clothes to serve your everyday life, and a clearer way to decide what belongs.
You want to feel more attractive, masculine, or interesting. But every time you push your style, you wonder whether it works or looks like you’re trying too hard.
What the work makes possible
“I take more risks, worry less and play more with ideas, but do so within a framework that feels bespoke to me, my personality and my lifestyle.”
Steve · Speaker and coach
Explore the client stories ↓Extegrity
Your appearance tells people something before you speak. Extegrity is making that expression congruent with who you are, while understanding the room you’re walking into.
You might need more credibility with a new client, more playfulness on a date, or something relaxed that still has character on the weekend. We find the through line that makes each of those expressions yours.
That gives you a way to make decisions: what you want to communicate, what the situation calls for, and how you like to express it. From there, we can choose the clothes.
The process
We work through three phases in every engagement. Buying the clothes is usually the quickest part. The deeper work is establishing your direction, then developing the eye to bring it to life.
We start with your closet and your actual week. What do you wear, what sits untouched, and where do you struggle? We look at your body, your blend of Rugged, Refined, and Rakish archetypes, the groups you move among, and your taste. Then we establish what you want to communicate and what that looks like on you.
With that direction established, we decide what to keep, what to adjust, and what’s missing. I help you find the brands and pieces that suit your body, taste, and life, online or in person. You learn what to look for and why, so the next purchase has a purpose.
Now we work with what happens when you actually wear it. Send me an outfit, tell me where you’re going and what you want it to communicate, and we refine it together. You learn to find your edge, get more range from the same pieces, and dial up authority, ease, or rakishness as the situation calls for it.
What it feels like to work together
Most clients find a weekly call useful during diagnosis and shopping. There’s no fixed meeting quota; we set the pace around your needs and the work.
Once you’re implementing, support shifts toward text messages, outfit selfies, and feedback on the decisions in front of you. Calls are there when you need a deeper conversation.
These are the kinds of questions we work through. Over time, you begin to see the answer yourself. That judgment is what makes a wardrobe useful long after we finish working together.
The work, in their words
There’s no single look we’re working toward. These clients brought different lives, tastes, and questions into the process.
Steve · Client story
Steve needed a direction beyond the formal suits he was used to, from speaking engagements and business meetings to family vacations.
“Tanner taught me how to find the through line in it all.”“At 50 I’ve never felt more confident and comfortable in my visual communication.”
— Steve
Matt · Client story
Over two years of coaching, Matt developed a wardrobe and a way of thinking about dressing that fit his personality, work, and life.
“I feel like I can dress to my personality with more confidence and I never feel like I’m wearing a costume.”“Everything feels authentic to who I am and the work and life I live.”
— Matt
Calvin · Client story
Calvin started without a framework for style. He learned how fit and details change an outfit, explored unfamiliar pieces, and practiced deciding how to show up for specific events.
“What I loved most was the problem-solving. Looking at a specific event and asking: how do I want to show up here? What do I want to signal?”“I came out of it a better-dressed man, sure — but honestly a more confident one too.”
— Calvin
Joseph · Client story
Joseph already understood menswear. As his career and family grew, he wanted his appearance to reflect his current life.
“Tanner not only helped retranslate theory into practice, but most importantly helped me apply principles I already knew to who I was becoming—and not who I had been.”— Joseph
Mark · Client story
Mark had spent years developing himself and wanted his wardrobe to reflect that work.
“Tanner was able to transfer what I know about myself on the inside into a practical strategy that produced, through my clothing, an entirely new and authentic expression of who I am now.”— Mark
Jeff · Client story
Jeff cared about dressing well, but his clothes often didn’t feel right for him. Individual conversations helped him understand the disconnect and how to address it.
“Through this journey of self discovery Tanner took me on, I’ve finally discovered why. More importantly, Tanner taught me how to fix it.”— Jeff
Your coach
I’m interested in who you are, where you spend your time, and what you want your appearance to do for you. The same outfit can be right for one man and completely wrong for another. That’s what makes this work personal.
I’m the founder of Masculine Style and author of The Appearance of Power. For more than a decade, I’ve helped men turn those questions into practical decisions about their clothes.
We’ll talk about why a silhouette works, what a material communicates, and how the details change the feel of an outfit. I want you to understand the choices you’re making and enjoy making them.
Time and investment
Each option includes all three phases. Longer engagements give us more time for shopping rounds, seasonal changes, experimentation, and refinement.
$5,000
A focused engagement with at least one shopping round, sometimes two, and several months of implementation.
For a concentrated start and a shorter period of support.
$10,000
A few shopping rounds, with more time to wear the wardrobe, test combinations, and refine how it works in your life.
For a longer runway to put your direction into practice.
$20,000
Repeated cycles across fall/winter and spring/summer. There’s also room to apply the principles to personal branding, your office, and other areas beyond clothing.
For the most robust and in-depth engagement.
Optional in-person visits · $5,000 per trip
Have me come to you for a closet evaluation or to shop together.
The next conversation
Tell me where your style works, where it falls short, and what you want to change. We’ll talk through the support that makes sense for you.
Book an exploration call ↗Already talking with me in DMs? Come back to that conversation. Tell me which parts of this sound like you, where you’d like help, and what you’re wondering about. You don’t need a polished explanation.
Or email me your questions ↗Other ways to work with me
No. Coaching can happen online through calls, messages, and outfit photos. In-person visits are an optional addition.
No. Most clients use weekly calls early in the process. During implementation, we use calls as needed and more text and photo feedback.
We start by understanding what you already own and your relationship with it. That gives us a foundation for deciding what to keep, adjust, or add.
You can start directly with coaching. Activation is a separate, focused experience for someone who wants a personal strategy to begin applying independently.
MASCULINE STYLE