(Hygge via 500px)
How to Hygge: Master the Danish Art of Being Cozy With These Bay Area Goods
19 February 2018
In its native Denmark, hygge (pronounced hoogah) is a national obsession. Roughly translated as coziness, hygge might mean snuggling up in front of a roaring fire with a good book, candlelit nights watching dark police procedurals, or walking in the rain with your beloved. Comfort foods such as casseroles and porridges are hygge, as are warm beverages like glogg, a Danish spiced wine.
Hygge is both part of the #selfcare movement and a backlash against it. It's about creating intimacy and coziness, comfort and simplicity, not about showing off. Hygge is about homespun experiences and objects enjoyed alone or with close friends and family; special moments that are not likely to be social media-worthy. "Hygge can be used as a noun, adjective, verb, or compound noun, like hyggebukser, otherwise known as that shlubby pair of pants you would never wear in public but secretly treasure," writes for Anna Altman for The New Yorker.
Unsurprisingly, the cozy obsession has crossed Danish borders: The U.K 's Collins English Dictionary named hygge one of its top 10 words of 2016; Oxford Dictionaries short-listed hygge (which it defines as a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being); and, also according to The New Yorker, at least six books about hygge were published in the United States in 2016.
The good news is, you don't need fancy labels to practice this trend. Wool socks knitted by Auntie Irma are just as hygge (perhaps even more so) than the cashmere ones you'll find in boutiques. But, of course, you can also hygge in style. Here's some inspiration from Bay Area purveyors.
*This article has been updated since it was originally published on Jan 26, 2017.
The Look: Modern Goes Soft
Every hygge practitioner needs a proper hyggekrog (cozy den)—your very own hobbit hole of tranquility. Envision the space with Danish-inspired furnishings. In light gray Lux Felt fabric, Bo Concept's Fusion chair ($3,498) is the living room's version of your favorite old sweatshirt. // Bo Concept, 1 Rhode Island St. (SoMa), https://www.boconcept.com/en-us/fusion
More Is More
Outfit your bedroom for maximum comfort with more soft, fluffy throw pillows than you actually need. // Anthem Bed & Bath, 3296 Sacramento St. (Presidio Heights), antheminteriors.com
▲Security Blanket: Check
Curl up with a cozy lambswool or alpaca throw, like this super soft sage herringbone throw perfect for cozying up on chilly days ($416). // Acacia, 415 Valencia St. (Mission), acaciasf.com
▲Campfire Feels
To invoke serious hygge in the absence of actual log fire, check out the warming scents from Juniper Ridge incense ($12)—we love the cozy-invoking array of campfire scents from California Juniper to Desert Pinon. // juniperridge.com.
▲Floor Model
Heat up your hardwoods with a plush handwoven textile like Serena and Lily's Huxley wool rug ($698-$2,198). // Serena and Lily, 3457 Sacramento St. (Presidio Heights), serenaandlily.com
▲Luxuriate in Scent
Up your hygge game at home by infusing your space with a lovely scent. The Castro's ZGO Perfumery is a one-stop shop for candles and diffusers—we love this ornate, gilded statement piece ($175) from Fornasetti. // ZGO, 600 Castro St. (Castro), zgoperfumery.com
▲Fuzzy Forever
Maximum coziness requires plenty of luxurious cashmere and wool. You'll probably need the cashmere leggings ($290), cashmere-lined suede slippers ($190), and this super chunky merino wool blanket ($700 for the throw, $1,000 for full/queen) from Jessie Black. // 3252 Sacramento St. (Presidio Heights), jessieblack.com
▲Slip Into These
Merippa's reversible house shoes ($55) will keep your tootsies warm. // Kolo Top Drawer, 1840 Union St. (Cow Hollow), kolo.com
Warm Bevvies, Cool Mugs
Prepare your favorite tea, coffee, hot toddy or glogg in these hand-thrown Rilo cups by SF artist Sam Lee ($40 for the cup, $75 for the coffee set). // Dusted and Blue, 1242 Mason St. (Nob Hill), samleehello.com/shop, dustedandblue.com
▲Hygge on Wheels
A stylish bike is as Scandinavian as it gets. Roll over to Public Bikes and pick up a public v1 bike ($399) with step-through design and a lightweight commuter frame. // Public Bikes, 549 Hayes St. (Hayes Valley), publicbikes.com
▲Cuddle Puddle
For the kids (wink wink), PB Teen's furlicious beanbag is a dream for curling up with a good book ($85-$195). // PB Teen, pbteen.com
▲Basic Staples, Made Well
What could be cozier than a straight-from-the-oven load of Josey Baker's whole wheat Wonder Bread ($7.50)? Especially if your only plan is Netflix, chill and nom. // The Mill: 736 Divisadero St (Fillmore), themillsf.com
▲Stay Warm and Spicy
Made with cardamom, black pepper, cinnamon, clove and ginger Samovar's signature chai ($4) will keep you warm with an added kick of caffeine. // Samovar Tear Bar: 411 Valencia St. (Mission), samovartea.com
▲Rustic Patterns Encouraged
Wrap yourself in layers of soft, warm fabrics such as flannel and wool to keep the winter cold out. Find ultra cozy midweight plaid flannel shirts for both men and women at Pladra ($119). For bonus hygge, go for rustic outdoor patterns // 2030 Union St. (Cow Hollow), pladra.com
▲The Bigger the Scarf
Big, all-encompassing scarves are the ultimate in hygge fashion. Made from wool and alpaca, Azalea's Andrea scarf ($134) is the perfect cozy solution, doing triple the duty of your average neckwarmer. // 411 Hayes St. (Hayes Valley), azaleasf.com
▲Late Night Tipples
Find readymade hygge at bars and restaurants that feature dark, cozy interiors, simple warm foods and bespoke hot drinks. The Snug has hygge in spades and the Summer Place Cocktail Lounge, contrary to its name, is a classic San Francisco dive reminiscent of the living room of a beloved whiskey-drinking grandmother. // The Snug: 2301 Fillmore St. (Pacific Heights), thesnugsf.com; Summer Place Cocktail Lounge: 801 Bush St. (FiDi)
▲Meat, Is What's For Dinner
For a hygge dinner, try the old-school House of Prime Rib, with its fireplace-warmed dining room and hearty cuts of red meat. // 1906 Van Ness Ave. (Nob Hill), houseofprimerib.net
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