Middle-aged Japanese men may not be high on most people’s list of potential life coaches. Even their slang name, ossan, is a little unkind, describing men of a certain vintage whose reward for decades on the frontline of Japan’s successful economy is mockery – for their poor dress sense, fleeting acquaintance with personal grooming and devotion to work at the expense of family life (although they have little choice).
But Takanobu Nishimoto, a fashion consultant in his early 50s, is on a mission to help his male peers regain their honour. As the creator of Ossan Rental, he has built up a stable of about 70 men from different backgrounds who, for a token fee of 1,000 yen (£6.70) an hour, will meet clients and dispense advice on everything from personal finance to losing weight and dealing with annoying colleagues.
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