It's got no direct English translation but the Danish concept of Hygge (pronouced something like Hue-gah... I think) has nonetheless swept across the nation in recent years reaching peak hygge this autumn it seems.
For those of you holed up in a remote log cabin (very #hygge, may I say) who don't know what on earth I am talking about, the webite www.hyggehouse.com, offers this translation: "a feeling or mood that comes from taking genuine pleasure in making ordinary everyday things more meaningful, beautiful or special."
But it is perhaps better described as an idea of "cosiness," although that doesn't totally explain it either.
Whatever it is exactly, lifestyle and fashion fans and brands have taken the concept to heart.
You can't open a magazine, a blog nor stumble into a home shop without being assaulted by an array of scented candles, fluffy blankets, cashmere socks and brushed cotton pyjamas all promising to bestow upon you the pleasures of hygge.
There's even a swathe of books you can buy, all promising to tell you the secrets of hygge.
But hygge is not about merely buying stuff. By all accounts it's more of a feeling, an atmosphere.
Danish friends assure me it's really about gathering together with friends; enjoying some simple but good food; having something nice to drink (possibly hot, possibly alcoholic). There should definitely be candles and there could be a roaring fire.
Remind you of anything?
That's right. There is a direct English translation for hygge after all – it's "going to the pub."
Of course, others think the pub is more like a modern day spa and who am I to disagree? What is a pub* these days, after all?
*Keep an eye out for our first issue of 2017 as we try find out...