It must be a Zen thing.
Just as Bruce Lee practiced the art of fighting without fighting [YouTube link], Japan's Muji brand is the brand that isn't a brand.
Muji, whose name literally means "brandless," is a line of Japanese generics that has inspired fanatical loyalty among adherents all over the world.
It's not just the philosophy behind Muji that enthralls customers, but the sleek, simple look of the products, too.
A sampling of the Muji lineup.