"In Japan, old guys get a fair amount of ridicule, basically bad-mouthing. That had been kinda ticking me off, so I was thinking if we could create a bunch of good — not looks-wise, but lifestyle-wise — fun, older guys, then maybe the value of older guys would be seen."
That seed grew in the mind of Takanobu Nishimoto, a 46-year-old jack of all trades, and blossomed into what is now known as Ossan Rental ("Old Guy Rental"). Thanks to the unusual brand name, the experiment attracted customers early on, and later, the attention of social media and web watchers on sites like NariNari and Kotaku.
So who rents themselves out for ¥1,000 an hour? How did Nishimoto find time between his college and vocational school lectures, fashion consulting, modeling and everything else? As I learned more about him, my curiosity was definitely piqued. And part of me wanted to confirm that he is simply a guy doing something interesting . . . and not a creep, as some people might assume.