Street style has been a huge part of fashion ever since Instagram turned every square inch of tarmac on earth into a potential catwalk. Clothes today are designed to look good on the street, but also the snaps that ultimately end up all over our feeds.

A man who knows this all too well is Jonathan Daniel Pryce, who, as one of the world’s leading street style photographers, has been on the front row of this roadside fashion show for the past decade. Also known by the moniker Garçon Jon, he’s documented how menswear has changed, profiling the world’s most stylish men along the way.

His new book, Garçon Style, is a cross between a coffee table book and a menswear textbook. The beautifully-presented anthology, split across the four major fashion week cities, sees Pryce’s photography sit alongside first-person opinions from the most stylish men in the world (including one of Pryce’s hero, musician Paul Weller). There’s even a foreword from Sir Paul Smith.

Pryce started shooting at fashion weeks in 2007, while he was still taking photos of “genuine” street style around Glasgow. “At that time there was no Instagram,” he says. “So it wasn’t as self-conscious. People were dressing more to please themselves or their friends.”

By 2012, he had released his first book, 100 Beards, a project based on the bounty of facial hair that was becoming popular at the time. “Beards were really ‘in’ in 2012, they were everywhere, and Instagram was in a massive growth period.”

Pryce witnessed first-hand the flannel-shirted lumbersexual fade out of fashion to be replaced by wider, more comfortable athleisure that could be pulled off equally by both genders. “It was a cultural shift from the zeitgeist of hyper-masculine looks with the beards and the lumberjack shirts to the zeitgeist that we’re hitting at the moment, maybe we’re just coming to the end of it, of gender neutrality and fluidity.”