playMUJI – I was just introduced to this brand by my coworker Jenna. Very UNIQLO-ish in the presentation of their products.
From their message section:

MUJI is not a brand. MUJI does not make products of individuality or fashion, nor does MUJI reflect the popularity of its name in its prices. MUJI creates products with a view toward global consumption of the future. This means that we do not create products that lure customers into believing that “this is best” or “I must have this.” We would like our customers to feel the rational sense of satisfaction that comes not with “this is best,” but with “this is enough.” “Best” becomes “enough.”

A rational sense of satisfaction. I love that.