Akito Kiriyama’s Apparel Brand Defies Criticism with Sellout Success
Akito Kiriyama (35) of “WEST.” announced on his personal Instagram Stories on August 10, saying, “I have a personal announcement to make!”
He later revealed the launch of his apparel brand “F BULL’S” (F Bulls). While some online users voiced harsh opinions about the products and their prices, contrary to such negative reactions, sales of the items appear to be strong.
Fans were upset by the personal announcement
Speaking of Kiriyama, in January of this year he announced his marriage to former Japan women’s national volleyball team member Maiko Kano (37). So when he declared on Instagram that he had a “personal announcement,” fans began to speculate that it might be news such as the birth of his first child, causing a stir.
However, Kiriyama later updated his Stories with the message:
“To everyone who supports me! Don’t worry, it’s not bad news. I’m nervous, but please look forward to it. Thank you as always.”
Upon seeing this follow-up, fans were touched by his thoughtfulness:
“I wonder what Teruyuki’s announcement will be? Thank you for being considerate and posting Stories!”
“Teruyuki’s kind words, ‘It’s not bad news,’ really warmed my heart. Whatever the announcement is, your happiness comes first!”
“I was a little shocked at first, but the perfect follow-up of ‘It’s not bad news, so don’t worry’ really showed how thoughtful you are.”
Then, on August 12, Kiriyama announced the launch of his first apparel brand, “F BULL’S” (F Bulls). Along with introducing the brand’s official website and Instagram account, he posted:
“I’ll do my best while enjoying it so that many people can be happy! Thank you for your support.”
“Looking at the brand’s site, F BULL’S STORE, many items incorporate designs inspired by Kiriyama’s French Bulldogs. He lives with two dogs named Shisa and Goya, and one of the products, the ‘Shi & Go Cap,’ named after them, is priced at 7,150 yen (tax included). Other T-shirts were in the 8,000-yen range.
Because of the product designs and pricing, some online users commented negatively, saying things like ‘It’s more expensive than a concert tour T-shirt’ and ‘Who’s going to buy this?’” (Entertainment writer)
Fans responded favorably and the event sold out immediately
However, from Kiriyama’s fans came many positive reactions:
“Teruyuki’s apparel designs are so cute! French Bulldog lovers won’t be able to resist.”
“You can really feel Teruyuki’s love for French Bulldogs, and the designs are super stylish for both men and women—totally my taste!”
“Teruyuki’s brand is reasonably priced. Some people complain that it’s ‘more expensive than a tour T-shirt,’ but of course it is.”
“I heard Teruyuki’s brand was pricey, so I checked the site—but the prices were completely normal.”
As expected, for die-hard Kiriyama fans, there was no way they could pass up items filled with his personal touch.
“All 19 products released at noon on August 16 sold out immediately, with everything marked ‘SOLD OUT.’ On Instagram, F BULL’S apologized: ‘We are truly sorry to customers who couldn’t purchase as items sold out so quickly.’ They announced that after checking with the factory, items that could be restocked would be made available again. As a result, some stock was replenished and additional sales were held on August 20 at noon.
On the afternoon of the 21st, the brand’s Instagram posted a Story saying, ‘Only a few items left. We hope as many people as possible can enjoy them,’ and by the following day, the 22nd, even the restocked items were sold out. In contrast to the skeptical comments like ‘Who’s going to buy this?,’ Kiriyama’s brand has had a very successful start.” (same entertainment writer)
While idols under Johnny & Associates (now STARTO ENTERTAINMENT) have previously designed and produced items such as costumes or official T-shirts, it is rare for one to launch their own apparel brand. Whether this will grow into a successful, independent label remains to be seen.
