shop report

S H O P    R E P O R T

By

F L O R A   P E T T I T T

the super-ordinary vs. something out of the ordinary

 

Muji was founded in the early 80’s in Japan with the basic principal of providing ‘no brand quality goods’. The materials Muji uses are specially sourced from all over the world to be economical and recycled where possible, whilst all the time maintaining a high standard of quality.

Products do not carry a brand name but are usually instantly recognisable by Muji’s distinct aesthetic quality, a direct contrast to most retailers today where people buy products because of the brand name and the status that comes with the label. Muji has done many collaborations with famous designers, including Yohji Yamamoto, but does not usually disclose which products are made by who, Yamamoto was not even mentioned on the white ‘labo’ collection label, this again puts all the emphasis on the quality of the product rather than the brand or designer’s reputation.

The clothes are simple and carefully thought out. The colour palette, like the rest of the shop, reinforces the overall brand identity; white, black, grey navy blue and beige with the occasional detail of red. Of course Muji could be seen as bland or boring to those who prefer more variety of colour and visual stimulation.

The shops themselves –of which there are over 300 worldwide- have a very distinct spacious light quality to them. Items are stacked neatly in rows and columns and separate compartments on ceiling high shelves lining the walls, and clothes hang in orderly little groups interspersed with other products.

They are reasonably priced with women’s jeans for £36 and a striped boat neck top at £29. The shoes come in very simple sizes; Small Medium Large XLarge. Some of the shoes are unisex, the only difference being that the women’s are sizes 4.5-6 and the men’s carries on from 7-9. The cheapest shoes are the Unisex flip flops starting at £2.45 a pair.

It is unofficially acknowledged that your obsession with Muji starts with the stationery, buying beautifully simple matching pens and notebooks which quickly morphs into buying a few kitchen implements and before you know it you’ve kitted out your wardrobe and house in Muji products.

Irregular Choice is more expensive than Muji; a cotton jersey sweater with printed image for £79.99 and shoes that vary from around £60 to £80 for a standard pair of heels, and up to£260 for collaborated designs.

Irregular Choice was created in 1999 in Brighton by Dan Sullivan, their philosophy is to maintain and champion creativity and individuality. Where Muji is all about minimising unnecessary design features and excessive decorations, Irregular Choice can’t wait to pile it on. As well as shoes they sell bags, clothes and other accessories all of them covered in pattern, colour, glitter and frills.

The stores are vibrant and energetic, each one is done up differently with the intention of transporting you into a whimsical other world, the walls and floor are decorated in colourful designs and the shelve on which the shoes and bags sit are covered in mirrored tiles.

Frivolous and extravagant, one could say that Irregular Choice shoes add a splash of excitement into mundane, stressful everyday life whereas Muji provides products that introduce calm and peace into their customers’ lives. Shopping at either Muji or Irregular Choice is seen as a definite lifestyle choice; Irregular Choice appeals to people with an eclectic sense of style –the shoes and clothes are so lavishly decorated they are unlikely to ‘go with’ or match many outfits the customer already has. This is the polar opposite to Muji in which the aesthetic style is so neutral that anything bought from there, be it clothing, shoes or bed linen automatically goes with everything else from there because the overall theme of minimalism and colour palette are so strong.

Both brands’ London shops -irregular choice on Carnaby Street and Muji on Oxford Street, are painted red and yet still manage to convey completely different atmospheres. The flowers, scrawled typeface and glossy bright red paint of Irregular Choice are utterly different to Muji’s matte, dark red and deliberately simple exterior of straight lines and large glass display window.

The one thing the two brands do have in common is that neither of them particularly follows trends. While the shops around then slavishly follow the latest fads and styles to try and attract more consumers, these two rely on the cult-like following of loyal customers -built up in the majority by word of mouth- to keep them going. The clothes will vary from season to season but Muji will always provide simple, well designed basics and Irregular Choice will always produce flamboyant brightly coloured shoes.