About Hero and Villain Style

Hero and Villain Style inspires men to take action to improve their life by maximising their personal image, presentation, and mind set, and teaches them how to do it authentically around their natural personality and physical attributes.

The advice and styles we teach are classic and timeless, and are heavily inspired by iconic film, TV and games, which provide many valuable lessons in visual, motivational and useful ways.

“We teach and inspire men to improve their lives by maximising their personal image and mindset.”
Luke S
Founder of Hero and Villain Style


Style is much more than just the way you look; it’s the way you walk, the way you talk, the way you smell, the way you feel about yourself – who you are.

Consequently, to give you as much help as possible to become the protagonist of your life, we cover:

  • Formalwear, such as Suits and Tuxedos.
  • Casual clothing, for all seasons.
  • Grooming – hair and beard styling, and shaving.
  • Fragrance.
  • Watches.
  • Confidence and Personal Development.


Our Rule Book

Everything we do strives to play by our rule book, which are the values that we believe in, and we believe you deserve:


  • Classic and Timeless Information – Our recommendations across the board aim to stand the test of time, so the work you put in, and the knowledge you gain, will be transferrable and useful for the rest of your life.
  • Focus On The Individual – Everyone is different, and that’s okay. Extrovert to introvert, tall or short, we respect everyone’s right to be themselves, and don’t try to push you into the increasingly present idea of an ‘ideal man’. We focus on getting you become the best version of yourself, whatever that means to you.
  • Make Things Easy – We aim to simplify previously convoluted topics, and make it as easy as possible for you to find and digest the information you need.
  • Methodical and Precise Content is King – We aim to systemise as much as possible, and provide specific measurable tests, to make living a stylish lifestyle simpler. Not just acting on a hunch. Method.
  • Always Look for the Contrary – Accepted practices aren’t always the best; I know this, because most of what I’ve achieved in my life, including the creation and growing of this platform, has been achieved unconventially. We’re committed to pioneering, trialling, and teaching innovative ways of going about achieving traditionally difficult or frustrating goals.
  • Always Tell The Truth – Honesty is the best policy. Everything we talk about, all the way from self-improvement strategies to product recommendations, we believe in, and usually vigorously test to give an accurate and genuine reality of the topic.

Still Not Convinced?

If you still don’t see the point in this, or feel that we can’t help you, I understand.

When you don’t see a point in something, there’s no way you will have any motivation to carry it through.

If this is the case, I urge you to take the first step by checking out ‘the benefits of style, which outlines the top 5 things that will improve after you start taking care of your personal image.

I hope this will jump start your personal journey, and give you the motivation to see it through to a huge positive life change.

The world is out there for you to conquer, and it is up to you to make it happen. Don’t waste any more time thinking about it – start to apply yourself TODAY.