Last year, Muji (Mujirushi-Ryohin) introduced kitchen cloths made by waste cotton from manufacturing process.
It is called "ochiwata"(I think it means the cotton ends up on the floor during yarning process) "fukin"(kitchen cloths). It is manufactured in Bangladesh at the factory that yarns the cotton in a very traditional way.
Cotton manufacturing had been practised for long time in the region. The product (textile) is purely simple, but suited the humide climate. Unfortunately however, it is increasingly replaced by modern mmanufacturing system and the old style cotton production has become almost extinct.
Muji contracted one of these few surviving traditional manufactures that also make use of waste cotton. Muji's website shows (Japanese, but a lot of pictures) the manufacturing process for ochiwata-fukin. It is interesting to learn the process; what is waste cotton, how it needs to be mixed with virgin material to be yarned, how the final product looks like.
Despite the nature of the product (there is nothing fancy with kitchen cloths), Ochiwata-fukin was a hit! It sold very fast.
What strikes me with this case is that the consumers these days are buying the story behind the product. The story that is as compelling and inspiring as the product itself.
Reminds me of Patagonia.