Go Green – Muji
-"lower priced for a reason"
[History/Phylosophy/Mission]
Fashion is not only catwalk or high end brands but also a lifestyle. By selling the goods, Muji mainly promotes and sells their brand philosophy. The philosophy of Muji leads out different kind of fashion-environmentalism and minimalism.
Muji started in 1980, the lifestyle brand which has burgeoned from 40 products to about 7,000 today, was initially a house brand for food and household products sold in Japan's Seiyu department stores. Originally, Muji provided simple and affordable packages of food for the common household, and nowadays, it brings this concept into a bigger society even throughout internationally. Their theory of lifestyle is recognizable from the packaging of the products.
Muji means “no brand quality goods.” The core principle is environmentally friendly, a streamlined manufacturing process, and simplicity of packaging; the products are made with natural and low-priced materials. The essence of Muji is more on their philosophy than the brand.
Gradually, Muji extends their eco-friendly idea into the society. They produce more and more diverse products to show the ambition of their mission; they want to merge this environmentalism idea into lifestyle and fashion in the world. 
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