This month I'll introduce a Japanese company that embraces the idea of White and Minimalism.
Muji products came into being in the early 1980's as a result of a new mood, calling for a return to simplicity in daily life.
Our aim was - and still is - to provide our customers all over the world with the fundamental things they need to live a busy, modern, urban lifestyle.
These things must be made from good, sound materials, with no unnecessary frills or fancies and must sell at a reasonable price.
Our clothes must feel good on, our stationery must be practical and our household goods must be easy to use.
This may seem elementary but it has always been a primary goal to ensure that Muji customers should never pay for what they can't use -
i.e. added extras and fancy packaging.
So, at Muji you'll find no excessive prices, just simple, sound products you can afford, so simple in fact, they don't even carry a brand name.
This is in direct contrast to the usual marketing ploy of producing heavily branded, expensively designed, over packaged goods.
At Muji we pride ourselves on being different. Moreover, our products are made from materials which we source on a global scale. Not because we think an exotic source sounds more exciting than one on our doorstep but because we are committed to using the best available material, wherever it comes from. Using these superior materials, we design our products so that their simplicity brings out their inherent appeal, both of the material they're made from and the products themselves. Finally, we present our products in the simplest of packaging - if any at all - which neither masks nor makes them look any more than they are. As a result, the quality and credence of each product are self evident - what you see is exactly what you get. As life gets more complex, the need for simple lifestyle solutions becomes all the more necessary. To find these, look no further than Muji.