Masters of minimalism Muji have 12 stores in the UK, with one based on Oxford Street in London’s West End. Spanning fashion, homeware and gifts, the Japanese brand’s philosophy is “no brand quality goods.” Its name derives from the brand’s original name of “mujirushi ryōhin” which literally translates as “no brand quality goods”. The concept since its launch in 1980 has been to provide useful products free from excess. Care and attention is put into quality and thoughtful design while stripping away frivolous aesthetics and packaging. They are firm believers in the Japanese “su” aesthetic which believes that simplicity is not just modest or frugal, but actually desirable and more appealing than luxury.
Clothing for women, men and kids has a focus on comfort in staple colours; black, white, grey and navy. Their storage solutions are particularly popular, helping its customers to live a more organized lifestyle along with helpful travel accessories designed to fit neatly in your suitcase. Other bestsellers include stationery and aroma diffusers. Many products help consumers to practice the brand’s own believe in eliminating waste by offering refillable products from pens to lint rolls. Muji is a brand with meaning that puts mindful consumption and wellbeing at the heart of its offering.
Expect the store itself to practice what it preaches too with clean lines, neatly organized shelves and wood fixtures and furnishings that bring zen to one of Europe’s busiest shopping streets. London was home to Muji’s first ever international store in 1991 and continues to champion a fuss-free lifestyle for busy Londoners to this day.