If you’ve walked into just about any clothing store this winter, you’ve probably seen the word “cozy” on, well, everything.
Sweaters, hats, leggings, t-shirts, and even fanny packs this winter are fleece-lined, ultra-soft, and most importantly, cozy.
The cozy trend isn’t anything new — it became popular a few years ago, when the Danish concept of “hygge” started gaining traction. Pronounced “hoo-ga,” the Danish concept is better translated as a feeling than a single word. Embracing the idea of hygge is all about feeling cozy and content by enjoying the simple things in life.
In Danish culture, hygge is a way of life. Hygge started catching on as a trend in the UK in 2016 after several books were written on the subject. In 2017, the trend hopped over to the US. And according to Country Living, there was an influx of books published on the subject within just a few months.
Though the trend has been going strong for a few years already, retailers don’t seem to be letting go of it anytime soon. Many of the stores we visited in recent months have been marketing their clothes as “cozy,” “plush,” and “soft,” showing ads with models bundled up in oversized knit sweaters and cozy hats.
“There is no doubt that the casualization trend has taken over the wardrobes of many Americans,” NPD Group analyst Maria Rugolo wrote in a company blog post in November. “But this holiday season we will see this trend in all of its furriness.”
See how the trend has been taking over stores: