Muji was founded in japan, all for the purpose of being antithesis to cosumers habits at the time in 1980. Today Muji stocks a wide range of products which include clothing, cosmetics, household goods, stationery to even electronics.
‘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.’ – Muji.
Muji’s Covent Garden store stocks simple but yet more appealing products.
37-38 LONG ACRE