“MUJI’s concept of emphasizing the intrinsic appeal of an object through rationalization and meticulous elimination of excess is closely connected to the traditionally Japanese aesthetic of “su”—meaning plain or unadorned—the idea that simplicity is not merely modest or frugal, but could possibly be more appealing than luxury.

…From the beginning, MUJI has held a particular viewpoint on the future of global consumerism, and our vision will not change. Our goals are to suppress extravagant appetites, as expressed in “This is what I want,” positing instead a value system for modest living, expressed as “This will do.” This desire for moderation is something we can be proud of.”

— Masaaki KANAI, President and Representative Director of MUJI.
(From the recently released MUJI book.)

(Reblogged from Craighton Berman.)