The news that Final Fantasy XIII's PlayStation Home gear would be "free" was some optimistic reporting by Famitsu. Turns out they're not what we'd call "free". You have to pay what we like to call "money".
The only thing that's free is a personal space, and that's only free until January 14, after which it'll cost ¥600. Everything else, from chairs to rugs to outfits (there are 20 items in total) will cost you, prices ranging from ¥100 (USD$1.10) for the Chocobo that goes inside Sazh's wig (available in early January) and running to ¥600 (USD$6.60) for full costumes.