Japanese design company Muji wants to be clear with the latest message on their website: they are “not a brand.”  They simply develop “products with a view towards global consumption of the future.”  Curious.

On one hand, their vision is to be commended for offering an intelligent response to unchecked consumerism, where fads and cheaply manufactured goods are too often easily discarded when they go out of style or break.  To combat this trend, “MUJI aims to raise the standard of ‘enough' to the greatest extent possible.” They plan on accomplishing this by creating universal products made with dependable materials and smart designs – a means of fulfilling their customers' needs without forcing them to compromise on taste.

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