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Some people just don't get the Muji philosophy. The neutral colors, the lack of flair, the understatedness of it all. To help explain what they are all about, the company's added a "message" feature full of sweeping earth, sand, sea and store vistas to their website. "Muji is not a brand," they write, "Muji creates products with a view toward global consumption of the future." Then, they get into a deep discussion of "best" versus "enough."
This means 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."Okay. Are we all clear now on what Muji is all about? No? Well, they didn't end with that—click over to the site to read about four more pages of explanation.
There are degrees of "enough," however. Muji aims to raise the standard of "enough" to the greatest extent possible. "Best" contains a faint amount of egoism and disharmony, but in "enough" we sense restraint and compromise. On the other hand, "enough" might contain a sense of resignation and a slight amount of dissatisfaction. So by raising the bar of what denotes "enough," we cast away that resignation and slight dissatisfaction; we create a new dimension of "enough" to attain a clear and heart-felt "This is enough." That is Muji's vision.
The Future of Muji [Muji via Cool Hunting]