1983 "I am no brand." by MUJI 無地

The depth of Little Is Loud, Non-Existing Is Existing comes from the ideology of Zen. MUJI is exactly one of the product from such ideology:

~ Select quality material, eliminating procedures and simplify packaging ~ 3 core ideas reflected by MUJI from the miserable consciousness of japanese in the 80's. In the depressing bubble economy period, MUJI provided products to salary-man, inspiring the hope in life.

This stressful salary-man is taking a break from work. He thinks: "Come to think about it, the nature is generic.. including me.", "I should live on with NO BRAND. I don't need company name. I don't need department name. I don't need to be in a category. I can live as non-existence." 

Get it? It's a japanese philosophy...