MUJI is a Japanese company that’s making some simple, super-smart products.
Like these cotton swabs (aka Q-tips):
They’re about 2/3 the usual length for cotton swabs.
People only use the fluffy ends of these things, right? So what difference does it make how long the stems are? None — except when considering the quantity of materials that can be saved by implementing little changes like this.
Which is what MUJI wants us to consider:
“The aftermath of the earthquake only served to underline the awareness of truly appreciating the many wonderful things we take for granted in our daily lives. Increasing concern about our excessive consumption of goods and materials, as well as an over emphasis in the media on encouraging excessive consumption has been growing; the consumer society is in danger of consuming itself, and we now have a responsibility to return such out of control human desire to a more sustainable level.”
“MUJI constantly exercises self-restraint in the design and manufacture of its products; it can be frustrating reducing an item to its essentials, but with practice it becomes natural and even enjoyable.”
The wisdom of purchasing simple, quality, long-lasting items is really hitting home with me these days. When we left the U.S. we purged piles and piles and piles of STUFF, and now we’re starting from square one in our new home. We’ve decided only to buy things that we really love — that are beautiful and functional — and that we really need — and that we can really afford. Which means we actually haven’t bought anything at all quite yet! We’re on a strict financial diet as we attempt to save for some upcoming travel (and eventually a wedding!), which is forcing us to introspect even more about what we can live without. Kitchen table? Television? Sofa? No es necesario.
But to all you who ARE in the market, getcherselves something smart, like MUJI. 
Discovered via this article on the quiet revolution.
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