One snag: round-trip airfare to the U.S. cost ¥650,000 per person, approximately the price of a new car. Shōsuke and Kurosu calculated that they would need roughly ¥10 million ($200,000 in 2015 dollars) to make a film of the eight Ivy League campuses. This would be the most exorbitant promotional expenditure in the short history of the Japanese menswear industry.
