Style guide: Fashion brand has fun with Man-uals

While many retailers are keen to offer men advice, the Agi & Sam editorial veers towards being funny rather than including useful instructions. The design duo compiled looks from the Oki-Ni stockroom, alongside practical advice on how to iron, knit or fry an egg.

In the 21st century, as women are leaning in, men are working out how to be men again. While Agi & Sam offer a wry take on Man-uals, read our microtrend to see how brands are attracting men with avuncular advice and wise words.