The Hoso-Macho Look

Embodied by celebrities like actors Sota Fukushi (Gentaro Kisaragi in Kamen Rider Fourze, Ichigo Kurosaki in the film adaptation of Bleach!) and Hidetoshi Nishijima (Matsumoto in Takeshi Kitano's Dolls, Koichi Kijima in Kiyoshi Kurosawa's Loft), the lean yet muscular look, known as hoso-macho 細マッチョ (literally "slim and macho"), has been popular among Japanese men at least for the past decade or so.

While the fitness boom in Japan has made it easier for those who are motivated to train and shape their bodies, it obviously requires time and effort to gain and maintain a muscular look.

Secret Macho T

Great news for those who want that macho look without breaking a sweat.

Developed by the His Company Group (no connection with the travel-related H.I.S. Group), "Secret Macho T" is a completely new kind of undershirt which will instantly grant you a buff physique just by wearing it.


According to their catch phrase, you can "Say goodbye to [your] bony and lanky [body]. Transform yourself into a muscular [build] by just wearing 'Secret Macho T' "

  • World's first "air-pad type" muscle undershirt. Separately inflatable pads allow you to adjust the size of your pectorals, deltoids, biceps and triceps.
  • Made of smooth, comfortable fabric which breathes well and dries quickly
  • Wearable by both men and women

Target audience

HIS Company Group has considered 8 different target populations for "Secret Macho T":

  • 1. People who have a complex about their bony, lanky bodies
  • 2. People who want to improve their appearance and look appealing
  • 3. People who either have no time to get muscular at the gym or have difficulty sticking to routines
  • 4. People who lack confidence in their bodies
  • 5. Business persons or salaried workers who spend a lot of time in public
  • 6. People who would like to use it at special events or to commemorate a special occasion
  • 7. People who would like to instantly get a muscular physique
  • 8. People who want to do cosplay or crossdress as men

Media Coverage

"Secret Macho T" has been featured on TV Tokyo's "World Business Satellite" news show and Nippon Television's "Hirunandesu" daytime variety show, as well as numerous newspapers and magazines

Promotional Video

Purchasing Information

The "Secret Macho T" undershirt costs 7,980 JPY, comes in S, M, L and XL sizes, and is currently available at (currently on sale for 4,980 JPY), Rakuten (no link provided) and other online stores.

By - Ben K.