February 2, 2009

This week, three of my friends introduced me to Muji.

Independently. 

photo-10

Brandlessness… as a brand? Very clever.

Where’d you get that bag?

Oh~it’s Muji.

In theory, I admire the platonic yearning for quintessence, the way a Muji shirt strives towards the ontological status of just: “Shirt.”

But let’s face it: they put out distinctive goods. In practice, the purely generic holds no appeal. Ever shopped for shoes on a limited budget in the Soviet Union? Or in the Russian Federation, for that matter? Subsist on обувь stores for a while, and then complain to me about consumer culture.

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