Anonymity is an odd thing for a brand to strive for, but not if you are a "no brand" brand. The goal of Yasui's team is to define Muji by design: to create and refine products toward ultimate simplicity and functionality. Muji is characterized by neutral tones and a bare-bones chic infused into everything from food to beds to bicycles--even a house. Muji ("no mark" in Japanese) screams minimalism to anyone who has entered one of its 433 locations in 16 countries.
Time Magazine
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