Muji launched in 1980 and 40+ years on still remains focused on its founding principle, to create products that enhance our lives with unwavering attention to design and quality, removing superfluous decoration or ornamentation in the process.

Muji understands its responsibility to ensure it has a positive impact on the environment and spring 2023 saw Muji launch two new plant-based fabric product stories: Kapok and Hemp.

A simple and pleasant life
Working alongside Muji we conceived and art directed the content for these two new plant-based product stories and created the positioning statement Woven by Nature in support.

Our content also featured a series of simple messages around the sustainable benefits of each product and signed off with the secondary tag: Soft to Wear, Soft on the Planet.

Muji is at the beginning of its sustainability story and this first chapter shows how innovation will help it create a more sustainable world for us all.