Enter, the Wife Guy. The Wife Guy isn’t avant garde, he isn’t wheeling crazy colour combos or forgoing shirts with his suits. Firstly, it sounds boringly straight – but anyone, obviously, can dress Wife Guy. That led to outlets like Air Mail announcing the “spectacular fall” of the Wife Guy, pointing to the fact that many well-known Wife Guys were accused of cheating. And it’s very much not performative male – wife guys aren’t juggling matcha lattes, totes and Fitzcarraldo Editions.