Returning to our average consumer demographic we have to look to that great clothing innovator—Japan. Japan as a heavily populated, and for a long stretch of it’s history extremely isolated island has a long history of doing more with less. Much of what we now recognise as the minimal Japanese aesthetic stems from this culture of self reliance, and it makes sense that a restrained reaction to ultra-consumerism would take shape there. muji , whose full name is translated loosely as “No Brand Quality Goods,” was founded in the early 1980s as no nonsense, affordable alternative to the economic frenzy of the era. It has continued to expand its offerings that incorporate not just clothing but homewares, furniture, groceries and even entire houses, all built around the original ethos. Simply put, when a friend asks me where they can get reasonable basics muji is my go to answer. It’s well made with good materials and cuts in neutral colours, the selection consists of paired back interpretations of classic garments (oxford cloth button downs, plain weave dress shirts, chinos, jeans, pea-coats and striped t-shirts,) and only changes for the seasons—more linen in the summer, wool and brushed cotton in the winter. Unfortunately, even muji is a less-than-mainstream option outside of it’s native Japan—though available online more widely.