Why you NEED hygge in your life (and how we can help)

blog3 Are you ready to embrace hygge?


It started with the Danish political drama, Borgen.

Then came The Killing, and Sarah Lund. (Wearing a sweater to die for.)

And hot on her heels came The Bridge with the brilliant Saga Norén. (Wearing leather trousers to die for.)

And our love affair with Denmark was complete.

For those who don’t know, we’re talking about Britain’s obsession with Danish TV drama.(Usually on Saturdays, 9pm, BBC4.)

But now, a more important Danish concept is creeping into our vocabulary: Hygge.

Because from October to March when the skies are dark for up to 17 hours a day, the Danes settle down to some serious hygge.

But what is hygge?

Well, describing hygge is tricky. And the general consensus is that hygge should be experienced, rather than explained. But that doesn’t help much, does it?

Helen Russell, author of A Year of Living Danishly, wrote about hygge in a recent article for the Telegraph. She described it as:

“The absence of anything annoying or emotionally overwhelming; taking pleasure from the presence of gentle, soothing things.”

And over at Hygge House, Alex Beauchamp describes hygge as:

A feeling or mood that comes from taking genuine pleasure in making ordinary, everyday things more meaningful, beautiful or special.”

What that means in practice varies. But typically, hygge involves warmth, soft lighting, soothing drinks and friends. And comfort food, a roaring fire, natural materials – think leather, wool, fur, wood – and creating an impossibly cosy, snuggly ambiance in your home.

Along with the practical side of hygge comes a very Danish attitude to life, and winter in particular. That it’s OK to be nice to yourself, to eat warming, comforting foods and hunker down with loved ones while you wait out the winter months.

We absolutely love the idea of hygge.

So we’ve had a scout around the warehouse for items that could help you hygge-up your life. A hygge starter kit if you will.


Hygge-up your life with our hygge starter kit

Untitled Warm woollen scarves definitely qualify as hygge


A woollen scarf can kickstart your hygge wardrobe. It adds warmth, a splash of colour and of course the wool thing ticks the hygge box. See all scarves.


Hats for hygge


Hats are hygge. Hygge is hats


We could be going off the hygge message here, but doesn’t a snuggly woollen hat embody hygge? Can be worn indoors by the fire, or outdoors in the snow. Double joy.


Woollen sweaters say ‘hygge’


Woollen sweater, woollen hat, woollen duffle. Our model is hygge’d to the max


Although we truly loved Sarah Lund’s sweater, we’re also big on plain sweaters that go with everything. Enter the submariner’s sweater. The roll neck version is hygge to the max, but if you like ventilation, there’s a zipped neck version too. And for those who don’t do turtle necks? Our plain crew neck sweaters are at your service. See our knitwear.

Snuggly Socks

Although our socks should probably have reindeer patterns to qualify for hygge, we reckon they can squeeze in under the hygge radar. Just don’t tell the hygge police.

That completes our hygge starter kit. And as the winter starts to bite here in the UK, all that remains for us to say is, “Føj hygge til dit liv. Du vil ikke fortryde det!”*

*”Add hygge to your life. You won’t regret it!”