MUJI was founded in Japan in 1980 as an antithesis to the habits of consumer society at that time. On one hand, foreign-made luxury brands were gaining popularity within an economic environment of ever-rising prosperity. On the other, poor-quality, low-priced goods were appearing on the market, and had a polarizing effect on consumption patterns. MUJI was conceived as a critique of this prevailing condition, with the purpose of restoring a vision of products that are actually useful for the customer and maintain an ideal of the proper balance between living and the objects that make it possible. The concept was born of the intersection of two distinct stances: no brand (Mujirushi) and the value of good items (ryohin). MUJI began with three steps: selecting materials, scrutinizing processes, and simplifying packaging. 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.