It’s not often that an ‘it’ shoe has functional rubber soles, thick laces and is crafted from waterproof fabric. But L.L. Bean’s century-old snow boot – which has a 20,000-person waiting list – shows that a back story and a lifetime guarantee might be more appealing than a pair of red soles.

Whether it's chipped furniture, ‘ugly’ food or unconventional beauty, societal mindsets are shifting to a greater acceptance of imperfection. With Eastern spirituality influencing Western lifestyles, can the spirit of Zen help brands connect with a generation that’s done trying to be perfect?

“If socks can have a lifetime guarantee, why can't anything?” asks entrepreneur Tara Button. This is the premise behind her online store, Buy Me Once. It only stocks products – from tables and chairs to towels and toothbrushes – that are made to last a whole lifetime.

It’s not often that a cardboard container filled with rejected veggies inspires an online frenzy, but then Asda’s wonky veg box is no ordinary product. Simultaneously battling food waste, poor diet and stretched budgets, these bundles of ugly greens have hit a rich seam of consumer desire.