The Positive Luxury Guide To Hygge


With clocks about to fall back, it’s easy to start feeling grim as the days grow shorter. On cold, rainy evenings it’s tempting to abandon all plans and retreat to the sofa and binge on Netflix instead. The only problem with that: it gets depressing really quickly.


Dealing with the darker months with style is something the Danish are masters at. So much so, they have a word for it – ‘hygge’. Pronounced ‘hoo-ga’, the word roughly translates to ‘wellbeing’ but encompasses all things soft, cosy and welcoming. The focus is on creating a beautiful, happy home and sharing it with people you love.


The concept of hygge first began to be mentioned in Danish writing in the late 1700s. It’s now firmly woven into Denmark’s cultural fabric: from festooning Copenhagen’s Tivoli Gardens at Christmas with twinkling lights, to inviting friends round for a home-cooked feast and wine on a dark night, hygge is about making winter something to enjoy rather than dread.


A hygge home requires candles, good company, and even better loungewear to snuggle up in. Positive Luxury has awarded all these brands the Butterfly Mark, so they’re as good to the environment as they are to your sense of hygge…


alpaca plush

Alpaca Plush

This is hygge at its most luxe. Softer than cashmere, a fluffy alpaca throw is perfect cast over a chair or sofa to hunker down under with a novel.



Ally Bee

Ally Bee’s collection of sustainably sourced, chunky knit sweaters in cream, grey and fawn are perfect for venturing out on a winter walk with friends – a very hygge-approved activity.




No tatty old t-shirts for bed when you’re being hygge. Cheering yourself up with luxury lounge wear is essential. Bodas’ stylish white kimono is perfect.


Lisa Franklin

Candles are key to hygge. Lisa Franklin’s Love Light Energy candle will light up gloomy evenings.



Alexandra Soveral

There’s nothing more cheering than a hot cup of tea. Alexandra Soveral’s is hand-picked from her garden in Portugal.




Hygge isn’t about abstinence. Enjoying sweet treats, like these beautiful Rococo truffles, is actively encouraged.



Alexandra Llewellyn

A night in with board games and friends is an ideal way to beat off the blues. Alexandra Llewellyn creates stunning bespoke backgammon sets.


Olivia Gagan