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The Appearance of Power: How Masculinity is Expressed Through Aesthetics is unlike any approach to the relationship between men and style you've ever seen.

It tackles tough questions like, "Should men care about their clothes?" and, "Does good style mean I have to wear suits?" in an approach unlike any other on the market.

As men, our appearance is something we'd rather not have to think about, but the reality is the way we look can impact our lives and either make them better or worse.

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Rather than giving prescriptive, often unhelpful information about what you should or shouldn't wear, the Appearance of Power is all about helping you understand the best way to project your own personal power and value into the world around you.

This approach helps you dress in a way that's authentic, while still maximizing the results you get from having an intentionally curated image.

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It means no more frustration, fear, discomfort when it comes to buying or wearing your clothes.


Tanner Guzy has spent a decade in the world of menswear and even longer writing. He believes the most important question a person can ask is "why" and discovered that this question was rarely addressed in the world of men's clothing - so he set out to find the answer. From working with custom suiting, to studying philosophy, to speaking to audiences of thousands, Tanner has unlocked the keys, principles, and philosophies of why men care about the way they look.

Tanner is based out of Salt Lake City, where he lives with his wife and three children. He has traveled the world learning and teaching about masculinity and appearance and is always expanding his understanding of the way the world works.

Power vs Appeal
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For most of our shared history, men and women have had very different aesthetic goals. So before you can create a strategy for what your style should be, you need to first understand what it is you're trying to convey. Do you want to look pretty or powerful?


What patterns, colors, and tones look best on you? Are you short or tall? What parts of your build should be hi lighted and what parts should be minimized?


How do the people who matter to you dress? How can your appearance help you get ahead in life? How can the impression you give others prevent you from reaching your goals?


No single item of clothing epitomizes good style. Wearing a three-piece suit camping is just as ridiculous as showing up for a job interview in pajamas. Know how your environment affects your clothing choices.

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Masculinity & Aesthetics

Men have always communicated masculinity through the way that we look - from wearing the scalps of slain enemies to ceremonial robes worn during initiations. Clothing can be used to help communicate every masculine virtue.


Do you primarily interact with the world physically, through reputation, or by rebelling? This has a huge impact on how you should be dressing.

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If you want to look, act, and feel like a million bucks, your style has to be authentic - which only happens when you inject your own personal taste.

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Effort Slides

Do you want a minimal wardrobe or a large one? Should your style be timeless or evolve as you do? How much time can you spend getting dressed in the morning before it’s no longer worth it? Your input/output ratio needs to be dialed.


In The Appearance of Power, Tanner Guzy expertly addresses the conflicted, unexamined and often counterproductive attitudes that American men often have with regard to clothing and personal style. His smart, philosophical approach has nothing to do with fashion and it’s not about being a poseur, either. Simply put: your appearance is a tool. Master some basic concepts and learn how to use them tactically to help you live the life you want to live and realize your own potential as a man.


I used to think that dressing well wasn’t something real men were concerned with. That is, until I learned that, like a carpenter wields a hammer, a man can learn to harness the power of his appearance to assist in achieving his goals. This book lays out the framework for doing just that and illustrates how any man can tap into his appearance in a genuine approach to building credibility, influence, and ultimately the life he’s after.