Upholding the same values since its creation, the MUJI philosophy is fully expressed by its name: 無印良品. These kanji, pronounced Mujirushi Ryohin and shortened to MUJI, literally mean: “No brand, quality goods”.
“Quality goods”, because MUJI products are all carefully thought through in terms of design, materials and functionality. Quality according to MUJI is not just about using sustainable raw materials or timeless designs to transcend time and trends, but also streamlining and optimising items so that they serve their purpose perfectly. This minimalist and practical vision of design guarantees efficient and pleasant use, while encouraging simple living and virtuous lifestyle.
“No brand”, because for MUJI, the value of a product lies in itself and in the service it provides - not in the name written on it. Since 1980, MUJI has been defending these solid and simple values and promoting a responsible consumption behaviour able to meet the challenges of our times.
The story of a brand without label
Born in Japan in the early 80s, MUJI’s ambition was to offer a modest and thoughtful alternative to the habits of consumer society at that time. On one hand, foreign-made luxury brands were gaining popularity within an economic environment of ever-rising prosperity. On the other, poor-quality, low-priced goods were appearing on the market and had a polarising effect on consumption patterns. MUJI has therefore been conceived as an unprecedented alternative to these two options. Starting with 40 products, mainly foods, sold at the Seyu department store, MUJI disrupted the market by offering simple, affordable, high-quality products, intended to reconnect with their essence and true nature.
To achieve this balance, three priorities were in order: selecting the materials, streamlining the processes and simplifying the packaging. The goal was to return to the intrinsic appeal of an object, a concept closely connected to the traditional Japanese aesthetic of su. Meaning “plain” or “unadorned”, su promotes the idea that simplicity is not merely modest or frugal, but could possibly be more appealing than luxury. MUJI’s former chairman, Masaaki Kanai, summed up the idea in these words: “MUJI offers objects that moderate excess and make users feel the beauty and pride in living a simple and modest life.”
“A little of everything and never too much of it all.” This Japanese proverb could be applied to MUJI’s manufacturing processes, which have not changed since its creation.
While times and habits may evolve, MUJI still focuses first and foremost on the selection of materials, the scrutinising of processes and the simplification of packaging to create quality products without frills.
01.
The materials used to manufacture products are of the utmost importance to MUJI, which researches worldwide for the most suitable resources. The most important selection criterion is - and always will be - quality.
MUJI uses first-class materials, natural essences with low environmental impact, items discarded for their appearance, or offcuts and waste from the manufacture of other products. This is how MUJI can achieve such quality at a reasonable price. For example, MUJI recycles cotton fibres that have fallen off during the combing process (ochiwata) to make fabrics, uses recycled paper in labels, bags and packaging, and collects pieces of candy that have been cut off during the manufacturing process so that they can be sold as well, since they taste exactly the same. MUJI also chooses sustainable raw materials such as organic cotton, hemp or kapok, which ensures minimal impact on both the environment and the producers while adding unique qualities to the garments and to their functionality.
To achieve this balance, three priorities were in order: selecting the materials, streamlining the processes and simplifying the packaging. The goal was to return to the intrinsic appeal of an object, a concept closely connected to the traditional Japanese aesthetic of su. Meaning “plain” or “unadorned”, su promotes the idea that simplicity is not merely modest or frugal, but could possibly be more appealing than luxury. MUJI’s former chairman, Masaaki Kanai, summed up the idea in these words: “MUJI offers objects that moderate excess and make users feel the beauty and pride in living a simple and modest life.”
02.
Manufacturing processes are regularly scrutinised. Any process that has no impact on the quality of a product - such as sorting, sizing and polishing - is discarded to keep only the steps that are really necessary.
By focusing on real quality, MUJI reduces waste and costs. For example, the shape and size sorting of sweets, dried shiitakes and other snacks is eliminated. Standards for dark spots and glaze flows on porcelain tableware are being reviewed to reduce product disposal. And the pulp bleaching process for packaging, labels and notebooks is omitted. These production guidelines, enabling to offer quality products at affordable prices, also celebrate the imperfection of things and the beauty that comes from it.
According to the Japanese philosophy of wabi-sabi, grace and harmony are found in the unbalanced and the natural - rather than in standardised formats and the absence of flaws.
03.
The simplification of packaging is crucial for MUJI. The idea is not to adorn, but rather to highlight the natural colours and shapes of the products.
This is why they are placed in simple, uniform packaging. True to a philosophy of simplicity, this approach is also in line with a policy of conserving resources and reducing waste. As a result, all MUJI products appear on shop shelves in simple packaging bearing only product-related information, with their emblematic price-tag made from FSC*-certified paper. As plastic waste is a major issue for the environment, the use of plastic is reduced as much as possible for packaging, paper bags are available in shops and the use of reusable bags is encouraged. Finally, clothes and household linen are sold only with their tags and no packaging, to avoid material waste.
As the planet’s depletion urges humanity to adopt a less wasteful and more sustainable consumption model, the MUJI philosophy seems even more appropriate.
MUJI’s vision of design is not about frills, seduction or the artificial renewal of collections, but rather a proposal to reduce appetites. Not in a spirit of frustration and restriction, but rather in peaceful moderation, aiming for modest satisfaction. Masaaki Kanai, faced with the (over)consumer society of the 80s governed by a tyrannical “This is what I want”, aspired to offer a soothing “This will do”. In Japan, there is a saying that “The desire bag has no bottom” - MUJI wants to sew that bottom.
While most brands propose or even impose filling our lives with extras, MUJI was born to lighten and simplify everyday life. By designing products so ingenious that they function smoothly, seamlessly. By fulfilling our wants and needs, rather than creating new ones. By relieving us of the tyranny of choice, with products that do what they say and say what they do. By offering pragmatic solutions to declutter our homes. By offering clothes that last longer. And even by supporting a different vision of design, where beauty sometimes comes from imperfection or simplicity, as opposed to a society that preaches the relentless pursuit of perfection.
This state of mind originates from the Japanese concepts of japandi and wabi-sabi, which perceive aesthetics in the essential and authenticity. Because the Japanese soul of MUJI is not just folklore. It lives at the very heart of the brand, and is subtly infused everywhere through principles that can be applied by everyone: a desire to consume differently, a certain attention to detail, a constant search for ingenious solutions, a joy in finding functional beauty in the things that surround us, and an aesthetic of harmony.
MUJI offers a more peaceful way of experiencing everyday life, eliminating mental load and stress through carefully thought-out simplicity.
When the design eliminates unnecessary details and elements unrelated to function, a product is restored to its very essence. That makes it all the more fluid to use and accessible to as many people as possible. By removing these sources of stress and unnecessary waste of time, life is enriched, streamlined and extended, which makes room for other activities – or relaxation. This right distance from the material world reflects the Japanese concept of danshari, which transforms our relationship with possessions to give us back freedom and a sense of self-fulfilment.
This idea is reflected in everything MUJI does, across all areas and over the years, with more than 1,000 MUJI stores worldwide offering more than 7,000 items for stationery, travel, personal care, storage and cleaning, as well as clothing, hotels, restaurants and houses. It is also a consistent common thread in the social initiatives and environmental projects organised by the brand. Everything MUJI thinks and does aims at a richer and happier life. A balance expressed by the founders with this motto: “Eat well, sleep well, walk more and clean often”. By combining mindfulness and creativity, MUJI offers to live in a society that is more comfortable but also more sustainable, in harmony with our environment. A world where simplicity and beauty infuse everyday life and govern all aspects of existence in peaceful harmony.
