- Like water, like air
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Surely we each carry an indelible memory of the ordinary sight of clean clothes basking in the sunlight and fluttering in the breeze. Ever since humans developed the techniques and skills to spin natural fibers into thread and weave that thread into fabric, we have treated cloth with care—repeatedly washing, drying, and reusing it. There is a soothing charm in observing wet clothes basking in the sunlight, as they interact with the gentle breeze and gradually dry, absorbing a fragrance that evokes the warmth of sunlit days.
MUJI has traveled around the world in search of such scenes. The practice of drying laundry outdoors is not a sign of technological lag or poverty; rather, it reflects a connection to nature. In an era where the hustle and bustle of city living can overshadow fundamental values, these moments in nature remind us of generosity, humility, and the essential bond between humanity and the environment.MUJI was established in 1980 during Japan’s bubble economy. At that time, the company advocated for a lifestyle aesthetic emphasizing a simplicity not inferior to luxury, but rather something to be proud of. Instead of promoting extravagance, MUJI began proposing a different approach, focused on moderate comfort. Since its founding, the brand has undertaken a variety of unique pursuits within the scope of lifestyle aesthetics, offering a range of products including plain and simple household goods and furniture; clothing made from thoughtfully selected natural fibers; food made from high-quality and carefully vetted ingredients; and comfortable homes, hotels, and campgrounds.
Now we find ourselves in the year 2025. What is the prevailing situation? As the economy merges with technology, profit-generating systems and marketing grow more sophisticated, resulting in the market expanding into the realm of the unconscious. In developed countries, the birth rate is declining, and the trend of an aging population continues to rise, while the concentration of urban populations is also increasing. Furthermore, we have been unable to halt global warming; plastics accumulating in the ocean are increasing at an alarming rate, and extreme heat and intense torrential downpours have become commonplace. It seems that the world continues to hurtle headlong toward excess.
Today, with these realities recognized as common knowledge, many are starting to consider how to restore the healthy balance that humans and other living creatures once enjoyed. This involves discovering methods to optimize the energy harnessed from nature and implementing careful and considerate resource recycling to ensure a sustainable lifestyle for future generations.
The world is filled with pressing problems; however, it is the nature of human beings to find solutions when we can see the issues. Recognising the quadrupling of the world’s population in just the two hundred years since the Industrial Revolution, as well as the resultant excessive consumption of natural resources and energy, we are surely beginning to confront our collective conscience and feel some pangs of remorse. Certainly, many are becoming aware that we cannot continue in this manner. If there is potential for growth in the market, then—because MUJI was founded as the antithesis to consumer society—it should explore opportunities that resonate with the empathy and concern shared by these people.
MUJI has now expanded to over 1,000 stores around the globe, each with its own thoughtful manager and enterprising staff. Every MUJI employee is focused on serving customers and engaging with their local communities. They view themselves as integral members of their regions, rather than merely individuals performing assigned tasks.
MUJI’s recent initiatives include ReMUJI, which focuses on recycling and the reuse of resources; actively shifting to recycled polypropylene; and MUJI BASE, which converts traditional Japanese farmhouses into accommodations.
MUJI’s commitment to enhancing everyday life extends beyond designing, developing, and offering affordable products. The phrase ‘Like water, like air’ encapsulates MUJI's dedication to upholding the fundamentals of life. We aspire to act as an invisible support to people’s everyday lives in both urban environments and rural communities. Because no matter how the times change, the basics of human happiness and lifestyle remain constant. Just as the sunlight that naturally falls on hanging laundry and the breeze that rustles it, MUJI will continue to support the fundamentals of life, unwaveringly and steadfastly.
Visuals & Video
Thailand
Phetchaburi Province is blessed with an abundance of natural beauty. Against a backdrop of lush greenery, Pha Khao Ma—a traditional rectangular woven cloth—shines brightly in vibrant colours and distinctive patterns: checks, plaids, and stripes. Orange cloth is often seen drying in the sunlight within the temple grounds. According to traditional Thai practice, old cloth is collected, redyed orange, and then made into Buddhist robes.
India
Varanasi is one of the significant pilgrimage destinations for Hindu devotees from around the globe. The area along the river, known as a ghat, is used by locals to dry their clothes. In the hot sun, sheets and saris dry in an instant. The blending of a sacred space with the daily activities of the community creates a distinctive and vibrant scene.
Italy
Residents of the old town hang washing lines between buildings and utilise pulleys to send them out to dry. The white sheets flutter and billow as they soak in the sea breeze that flows through the narrow alleys, illuminated by the sunlight that filters in. Despite its familiarity, this scene never fails to fascinate and charm.
Greece
This small island is renowned for its distinctive cityscape and the refreshing Mediterranean breezes. The houses, constructed upon a gleaming white slope, feature brightly painted windows and doors. Freshly washed garments flutter in the wind, set against the distant, deep blue of the ocean. The bright white structures reflect the intense sunlight, and even the air appears illuminated and clear.
Bulgaria
In a town far removed from the capital, old buildings and walls are still well preserved. Traditional, delicate handicrafts are cherished, and in one garden, hand-knitted lace flutters gently in the breeze. As the trees are carefully nurtured and life continues day by day, the air is bound to remain filled with happiness.
Japan
The steep slopes and tightly packed houses create a unique landscape on Ogijima. The sea breeze that sweeps through the island sets the aprons of the local grandmothers flapping vigorously on the clotheslines. Between the tiled roofs and the distant views, there lies a sense of déjà vu; this scene may represent the original landscape cherished by the hearts of the Japanese people.