Shoppers in SoHo usually aren’t looking for unbranded, simple products, but at MUJI, that’s exactly what they’ll find. But as anyone who has set foot in their new retail location knows, MUJI is anything but boring. Throwing out everything but the essentials, MUJI takes minimalism and efficiency seriously. What you get: well-designed products for your everyday life. What you don’t: pretty much everything else. There are no logos, no hype, and little packaging. For those suffering from brand allergies as severe as the protagonist in William Gibson’s Pattern Recognition, MUJI is your antihistamine pill.

MUJI’s attitude towards the unnecessary has not gone unnoticed. They’ve been a hit with consumers across the globe, and sharp-eyed fans can often spot a MUJI product from across a room. The antithesis to just about everything SoHo stands for has become one of its hottest commodities. New York-Tokyo interviews Hiroyoshi Azami, President of MUJI U.S.A to find out more (after the jump.)

New York-Tokyo: What is the core philosophy of MUJI?
Hiroyoshi Azami: MUJI’s goal isn’t to add anything to its products, but to keep them simple…we remove elements of design that are unrelated to function. A lot of careful thought goes into the design, to see what is best for the most people. People embrace MUJI because we keep the design modest, and adapt the products to accomodate basic needs. The philosophy is to be free of the “ism” and to ask continually “What is best from an individual’s point of view?”

NYT: MUJI’s products have long been sold at MoMA and its design store in SoHo, which is a great compliment to the quality of its designs. What are the primary principles of the MUJI aesthetic?
H: The guiding principle is to simply eliminate the frills of design that are not necessary to fulfill the basic requirements of a product from a consumer’s point of view.

NYT: MUJI is popular in markets across Asia and Europe. Do you think that there is universal appeal in the simplicity of MUJI’s goods?
H: Yes.

NYT: Would you say that there is anything about MUJI that is “uniquely Japanese” or heavily influenced by Japanese culture, either contemporary or traditional?
H: Of course, MUJI is originally from Japan; therefore, our products are influenced by Japanese culture, both traditional and contemporary. However, as we expand into different countries, our products will be influenced by the different cultures as well. Everyone’s needs are taken into account, not just one market’s.

NYT: New York and Tokyo are usually considered to be obsessed with brand-name goods. Do you think that MUJI is part of a larger trend rejecting such branding?
H: MUJIRUSHI RYOUHIN stands for “No Brand Quality Goods.” Without reference to branding, we would like to continue providing quality goods to consumers. This has always been the philosophy of the company, regardless of external trends.

NYT: I understand that MUJI generally keeps its designers anonymous, but has MUJI used designs by New York designers in the past, or are there future plans to?
H: We do not have any reference for this information, but we would like to collaborate with designers in New York in the future.

NYT: Are there any products that are unique for the New York market, or will there be in the future?
H: We have an item called New York in a Bag, which has been very popular among our customers.

NYT: What has been popular in the New York store thus far? Have there been any surprises?
H: People have responded favorably to MUJI’s products. In particular, many people have shown keen interest in our fabrics, housewares, and stationery. Basic things like toilet brushes, dust boxes, and small washing boards are very popular items at the SoHo store.

NYT: I understand that a larger MUJI location will soon be opening in the NY Times building near Times Square. Are there plans to bring more product lines to New York?
H: The products we will carry at New York Times Building store will be mostly the same as those in the SoHo store.

NYT: Does MUJI have any plans to expand outside the New York area?
H: We would like to open MUJI stores in major urban areas across the United States.

NYT: Can you give us any information on new products in the works? How often does MUJI release new product collections?
H: I can’t give you information on particular products, but we are constantly reviewing and revising our products to be more user-friendly by listening to our customer’s voices. Typically, new products and product updates are released on a biannual schedule.

By Justin Keesey