Postfeminist cultural representations have shown men as bumbling anti-heroes,and as sensitive and supportive of feminism. Research on postfeminist men hasmainly been based on UK and US cultural representations, while other contextshave received little attention. In this article, I deepen the understanding ofpostfeminist portrayals of men by focussing on Sweden and on formulations ofmen’s emotionality and sexuality. I also develop the idea of postfeminist feelingrules by relating it to men. The material of the study is Boys, a 2015 Swedish TVseries about two young feminist men. The article discusses several feminist-inspireddiscourses present in the series, including narratives of personal development,men’s emotions as in themselves progressive and a (semi)problematizationof heterosexuality, all of which reduce gender politics to concern mainly theemotional lives of men. The postfeminist feeling rules formulated in the seriesprivilege reflexiveness and, ostensibly, ‘letting out’ feelings and sexual desires.However, I argue that the series suggests a careful curating of emotional displays,excluding, for instance, aggressiveness. The article demonstrates the importance ofcritically scrutinizing mediated productions of postfeminist masculine positions indifferent contexts, and deepens the understanding of how postfeminism addressesand produces masculine subjects.