Wednesday, 17 December 2008

Oily Boy

What's in a name? The Washington Post provides "Fashion Guidance for Aging Japanese Lads", reporting that the latest fashion magazine for "elder boys" intended to encourage expenditure on male fashion in an ailing market is called Oily Boy. Some mistake surely? But then the first choice, "Old Boy" was not available for trade mark reasons. So will "Oily Boy" appeal to the aging male population with savings to spend? The thinking is that it will because "Oily Boy" is the nickname of the late Jiro Shirasu, once the coolest guy in Japan - who made news by allowing himself to be photographed in jeans, stained with oil. Fashionista hopes that 50+ male market will remember Jiro, but is not sure the magazine will catch on here.