Magazine B: Muji

Intended to be a generic line for the Seiyu Supermarket Group, Muji was launched in Japan in 1980, as Mujirushi Ryohin, which means “no-brand quality goods.” Having initially started out with just 40 products, Muji now sells more than 7,000 different items and has successfully expanded into the housing business, proving that a brand can indeed sell a lifestyle aesthetic.

Founded in November 2011, B is a brand documentary magazine that dives deep into one brand in every issue. The magazine talks about what a good brand looks like in a busy world overflowing with branded products, and it focuses on the lasting values of each brand instead of tracking trends.