Mottainai

Illustrating the recent trend towards environmental awareness and sustainability, the trading house Itochu has announced to create a brand to support Nobel Peace Prize winner Wangari Maathai's campaign not to waste ressources. Wangari Maathi picked up the Japanese expression "mottai nai" (What a waste) during a stay in Japan, and this slogan will appear on a range of products from T-Shirts to tableware.