Tagline
Lower priced for a reason.
MUJI was established in 1980 as a private-label brand of the Japanese retailer Seiyu. The lifestyle brand offers a wide range of products and services for everyday life, primarily clothing and fashion accessories, household goods, and food. Its approach to manufacturing is based on “selecting materials,” “reviewing processes,” and “simplifying packaging,” and it follows a practical philosophy of eliminating waste and providing what is needed in the form needed. In 1983, it opened its first directly operated store in Aoyama, Tokyo, and it now operates around the world.
Concept
Not “this is what I want,” but “this will do.”