“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.
I requested an interview and got an enthusiastic “yes.” When I asked him to choose a cafe where we could relax and chat, as if I were renting him, he suggested one on a fifth floor overlooking Shibuya.
His introduction was as casual as his button-down shirt and jeans. “Hello, I’m Ossan Rental,” he says, half laughing, perhaps realizing how goofy that sounded. We order tea and coffee and get right into it.
“Outside of work there’s a distance between older guys and young people. I think it’d be cool if we could connect more. I’m 46. There aren’t many opportunities to talk to people in their 20s in our private lives. I thought it would be neat if I could set up opportunities to make that happen.
“I would go to Tsutaya or some rental shop and think, ‘If older guys were lined up on the shelves, that would be something.’ But how would you order them? Well, putting them in a cart would work. And then you could return them by mail. Well, ‘returning by mail’ would be parting ways at the mailbox, but . . . (laughs).”
This past February he turned his crazy Ossan Rental vision into a reality.