MUJI is the brand that has made nothing into something by embracing nothingness- and making that nothingness its unique characteristics.
MUJI is shorthand for Mujirushi Ryohin, which translate to 'no brand, good product.
MUJI began in the early 1980's as a private/ generic brand of the Seiyu discount department store
This is how the brand describe itself at MUJI.us:
MUJI is not a brand whose value rests in the frills and 'extras' it adds to its product.
MUJI is simplicity-but a simplicity achieved through a complexity of thought and design.
MUJI's streamlining is the result of the careful elimination and subtraction of gratuitous features and design unrelated to function
MUJI, the brand , is rational and free of agenda, doctrine and 'isms'. The MUJI concept derives from us continuously asking ' What is best from an individual's point of view?"
MUJI aspires to modesty and plainness, the better to adapt and shape itself to the steles, preferences, and practices of a wide a group of people as possible. This is the single most important reason people embrace MUJI.
MUJI- in its deliberate pursuit of the pure and the ordinary- achieves the extraordinary.
MUJI is not a brand. MUJI does not make products of individuality or fashion, nor does MUJI reflect the popularity of its name in its prices. MUJI creates products with a view toward global consumption of the future. This means that we do not create products that lure customers into believing that “this is best” or “I must have this.” We would like our customers to feel the rational sense of satisfaction that comes not with “this is best,” but with “this is enough.” “Best” becomes “enough.”
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