pureHÜG is a small team of passionate individuals who are driven to create premium quality products that are built to last and embrace a minimalist approach to consumption that treads lightly on our remarkable planet.

Our brand ethos is inspired by Danish Hygge (pronounced hooguh).

Hygge is a way of living . . . . it "is about an atmosphere and an experience, rather than about things. It is about being with the people we love. A feeling of home" (excerpt from The Little Book of Hygge by Meik Wiking).

Meik is CEO of The Happiness Research Institute which studies the science of wellbeing, with Hygge considered a cornerstone of happiness in Denmark (and other Scandinavian countries, although under a different name).

We hope that by giving or receiving, and living with our products, you have that same feeling of home and togetherness.