Hygge (hoo-gah, the Danish concept of celebrating fun times, comfortable and comforting accessories, and seizing the moment), is no fad to us. It's our whole brand. Still, we can't help but notice that Hollywood has been going Hygge for a while now.
Happiness, it turns out, blooms from life’s most simple pleasures. What really makes us content are the basics: closeness, comfort, and the everyday celebrating we do whenever we’re with people we care about.
This is Hygge's time. It’s just a feeling in the air. That and about 20 new books on the subject—from spiritual tomes, to organizational guides, to cookbooks—plus dozens of blogs, YouTube channels and TV show appearances.