There is one thing about Muji that bothers me though. They emphasize avoidance of waste and the conservation of nature but many of their products simply come off as being cheap and disposable. It’s probably because their brand promise of providing affordable products contradicts with longevity. Sustainability is a complicated problem to solve but it’s an undisputedly good thing to use things you own for as long as possible. To make this happen, we must build well made products that their owners will truly love. Over 70% of all Porsches ever built are still on the road today and though a sports car isn’t the best example of sustainability, we should study what makes these machines so endearing.