90% solid colors, without trying too hard. That’s what sophisticated style is all about. [Gained 86,000 followers in a year and a half] Over 2.7 million views! “90% Solid Colors”: Sophisticated Outfits from an Apparel Store Owner

Benbe Co., Ltd., which operates the apparel boutique “Alcott” in Aichi Prefecture, is pleased to announce that the number of followers on the Instagram account managed by Naoki Tahira has increased by approximately 86,000 over the course of about one and a half years, starting around October 2024.

A viral reel with over 2.7 million views

“I’m tired of designer brands,” “I don’t know what to wear as I get older,” “I don’t want to look too young, but I also don’t want to be an old-fashioned guy.” — An Instagram account that directly addresses these fashion concerns among men in their 30s to 50s is currently gaining attention. Its unique styling suggestions—such as “a slightly relaxed silhouette that doesn’t try too hard” and “outfits for men in their 40s that are 90% solid colors”—are receiving enthusiastic support from middle-aged men across the country.

■ Background and Vision

As I’ve gotten older, I’ve seen many men my age struggling with their clothing choices, saying things like, “I’m tired of designer brands” or “I don’t want to end up looking like an old-fashioned guy.” The desire to solve these concerns through items and styling suggestions from “Elfino”—the original brand I direct myself—is the foundation of this initiative.

I hope that men in their 40s and 50s will rediscover the excitement of fashion and live vibrant, confident daily lives by wearing “effortless clothing”—this press release aims to provide the catalyst for that.

■ 4 Key Points to Note

Point 1: A Viral Reel That Gained 86,000 Followers in About a Year and a Half

A “before-and-after” Reel video showcasing the shift from the tight silhouettes of 10 years ago to today’s slightly relaxed styles went viral, helping the account gain over 86,000 followers in about a year and a half starting around October 2024. Furthermore, a Reel video based on the concept “Wives, why not change your husband’s wardrobe?” has racked up 2.7 million views.

[86,000 New Followers in 1.5 Years] Over 2.7 Million Views! “90% Solid Colors” Adult Outfits from an Apparel Store Owner

Point 2: Featured Twice on Yahoo! News

The account has been featured on Yahoo! News twice, successfully expanding its reach to potential audiences who do not use Instagram. It has also garnered media attention as content that highlights lifestyle transformations among the middle-aged demographic.

Point 3: Overwhelming Sales Success for the Original Brand “Elfino”

The wide-leg pants from “Elfino,” the original brand directed by Tahira, have sold over 2,500 pairs in just over half a year as “wide-leg pants for adults.” They’ve also ranked No. 1 in over 20 categories on Rakuten, confirming the public’s support for their quality and design.

Wide-Leg Pants with a Sophisticated Look

“Elfino,” an Original Brand for Discerning Adults

Point 4: Direct Styling Consultations via Instagram Live Every Friday Night at 7:30 PM

We host regular Instagram Live sessions every Friday at 7:30 PM. For over an hour each week, we share content—including styling tips, introductions to new items from our original brand, and color coordination—that helps people in their 40s learn how to dress stylishly just by watching.

■ Who We’re Targeting

・Men in their 30s to 50s who are losing confidence in their fashion sense as they age

・Those facing the dilemma of “brand fatigue,” “not wanting to look like they’re trying too hard to be young,” or “hating ‘middle-aged guy’ outfits”

・Wives and partners who want their husbands to look stylish but are worried about their husbands’ clothing choices

・Media professionals interested in lifestyle and fashion trends among the middle-aged demographic

■ Keywords for the Media

・Stylish men’s fashion for those in their 40s, with 90% solid-color pieces

・A slightly relaxed silhouette for mature men that doesn’t try too hard

・A middle-aged men’s fashion influencer who gained 86,000 followers in about a year and a half

・“Wife’s Perspective: Husband’s Wardrobe Makeover” Reel with 2.7 million views that transformed a husband

■ Future Outlook

Building on this campaign, we aim to further expand brand awareness and will gradually launch new projects on the crowdfunding platform “Makuake” starting this fall (around August–September).

First Release: Pre-sale of the “Bellane” wrinkle-removing laundry hanger—an all-black model exclusive to Makuake

Phase 2: Pre-sale of new bags from “GALLERIANT”—the brand that won the “Bag of the Year” award—as part of its rebranding

We will continue to provide solutions that enrich the lifestyles of middle-aged men.

■ Issuer & Brand Overview

Publisher: Naoki Tahira

Affiliation/Store: Alcott / Benbe Co., Ltd.

Address: 7-1-11 Nyoshimachi, Kasugai City, Aichi Prefecture

Business Activities: Apparel retail and styling direction

Instagram: https://www.instagram.com/alc1231/

YouTube: https://www.youtube.com/@alcott1231

Company Website: https://an-alcott.com/

Product Page: https://item.rakuten.co.jp/benbe/el-251/

Makuake Plans: We plan to launch a pre-sale project this fall (around August–September).