Although the percentage of women working for pay outside the home has steadily increased over time, traditional gender frames still valorize the male breadwinner and the female caregiver, and most households remain organized along gender lines. Recently, however, the global economic crisis significantly altered the structure of work in the United States. Beginning in 2007, “breadwinning” men began to lose jobs in multiple economic sectors. Because work is tied to masculine identities, these men suffered psychologically as well as economically. Using data from 40 semistructured intensive interviews with diverse men, we examine their strategies for coping. These men reframed household labor as work befitting men, even while reiterating traditional gender ideals. They began to adopt gender‐flexible schema in response to structural changes beyond their control.