(This was stewing in my pot but Eric’s comment on a flickr picture pushed this post forward so Eric, this is sort of in response to, discussion related to your comment.)

This is MUJI, a lifestyle chain in Japan. MUJI is short for 無印良品 (Mujirushi Ryōhin) or “no brand quality goods”.

They sell products for life: clothing, furniture, stationary, bicycles, food, and so on, that are “not branded”. Minimalist design and color palette; dark blue, white, creams, brown, black with possible hints of burgundy but I think only on the labels.

MUJI started in Japan but has expanded to other corners of the world. I don’t know the store counts in other countries, but in Japan they are everywhere - 285 stores. I have two within a 15 minute walk from my home. All of them have the same look, feel, and repetitive jingle (which is weirdly abrasive amongst the simplicity of everything else).

MUJI sells “non-branded” products but it has become a brand, it is a brand. Their clothes may have no logos but often you see someone in the train and they screen MUJI kid. Did they plan that from the beginning? (That MUJI would be the no-brand brand.)
In his comment, Eric brought up the book “Pattern Recognition”, where the main character is allergic to logos and brands. Eric - does she really shop at MUJI? I read that book a while ago but I can’t remember whether or not they mentioned MUJI.

The best is MUJI food. because prior to MUJI I didn’t think of food as too branded. Of course it is in a huuuuuge way…but…I don’t feel that aware of brands while grocery shopping. (k I wrote that and then I thought about all of the ways I am totally influenced by the brand of food items but…) …MUJI made me think strongly about food fashion.

I would love to meet an only MUJI person.