Jasper Morrison on MUJI:

There is an English importer of wine which has been selling Bordeaux wine in England for more than 300 years, and besides all the expensive wines that they offer, there’s one which they call “Good Ordinary Bordeaux,” which costs much less than the others but which is fine to drink as an everyday wine. Similarly, the MUJI concept is to make things as well and as cleverly as possible at a reasonable price, for the thing to be ‘enough’ in the best sense of the word, and this kind of ‘enough’ is good for you because it removes status from the product/consumer equation and replaces it with satisfaction. The kind of satisfaction that you have when the money you exchange for the thing is in good proportion with the value which you receive from the thing, and the thing itself is good at being itself without any pretension of being anything more special.

Via You Might Find Yourself

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