A couple of media mentions to kick off the new year for this blogchain.

First, TANK magazine decided to devote an entire issue to “cosy” vibes (damn the brits and their weird spellings) in the zeitgeist, and I think I can claim some inspiration credit. There’s an extended interview with me in the issue, which you can read online here (the interview uses the American cozy spelling). It’s actually a pretty good overview of the blogchain so far.

Second, a few weeks ago, Rebecca Jennings had an essay out on Vox featuring domestic cozy (I supplied a couple of quotes). It’s the first deep dive I’ve seen so far in mainstream media, though I’m aware of a couple more in the pipeline. I should note though, that Jessica Stillman at Inc gets credit for being first to pick up on the trend back in May last year with a quick mention. Anyhow, looks like the domestic cozy geiger counter is starting to tiktok faster.

Jennings flagged a couple of new indexable items within the trend I wasn’t aware of. There is apparently a hashtag on TikTok called #cottagecore which looks very domestic cozy. And there’s a “drink at home” apertif brand called Haus (with a domain name drink.haus 😆). I have this idea that bitter, rather than the more obvious sweet, is likely the flavor of domestic cozy, and Haus has a bitter clove offering described as “Bitter Clove is darker, with warm spices like clove and ginger and a touch of bitter.” This is basically a toddy turned into an apertif.

Writing this blogchain has been a fun exercise in drip inception over viral. If premium mediocre was a meme I launched into the world with a big bang, domestic cozy is a meme I’ve launched by sort of doping the water supply. I think there’s still time for me to turn Evil Cult Leader.

Ever since the coronavirus crisis broke out, multiple people have been telling me I “called it” with this domestic cozy blogchain. I didn’t. What I did call out is a longer-term soft trend caused by unrelated forces — social, cultural, and economic — that happens to be eerily well-harmonized with the necessary hard response to a pandemic. We’re entering an enforced condition of what I call hard cozy, which is acting like a strong tailwind for the domestic cozy trend already underway. This picture popped into my head thinking about our current state (I’m also reminded of my 2014 post, Demons by Candlelight).

Enforced or voluntary, soft or hard, one way or another a vast fraction of humanity is suddenly being forced to discover The Great Indoors.

[Read more…]

Kyle Chayka, author of The Longing for Less, a 2020 book on the rise of minimalism, has an interesting feature in yesterday’s NYT Magazine, How Nothingness Became Everything We Ever Wanted, exploring the thesis that a “self-obliterating” tendency of retreat was already at work before Covid, and was aggressively accelerated by it.

Signs of a culture-wide quest for self-obliteration appeared everywhere in the time after my first float. I walked by an exercise studio whose sandwich board commanded me to “Log out. Shut down. Do yoga.” REI marketed a garment that “Feels like nothing. And that means everything.” In a January 2020 column about omnipresent noise-canceling headphones and the desire to block out our surroundings with constant sound, The Economist argued, “The shared world is increasingly intolerable.” Friends were picking up the paperback of Ottessa Moshfegh’s best-selling 2018 novel “My Year of Rest and Relaxation,” about a young woman’s drugging herself to sleep as much as possible in order to emerge into the world anew. “When did staying in become the new going out?” asked a 2020 ad for Cox internet I saw during the Super Bowl, depicting a family frolicking in their living room wearing virtual-reality goggles, in an eerie precursor of what was just around the corner.

For years, an aesthetic mode of nothingness has been ascendant — a literally nihilistic attitude visible in all realms of culture, one intent on the destruction of extraneity in all its forms, up to and including noise, decoration, possessions, identities and face-to-face interaction. Over the past decade, American consumers have glamorized the pursuit of expensive nothing in the form of emptied-out spaces like the open-floor plans of start-up offices, austere loft-condo buildings and anonymous Airbnbs. Minimalism from the Marie Kondo school advocated a jettisoning of possessions that left followers with empty white walls. This aspiration toward disappearance made luxury synonymous with seeing, hearing, owning and even feeling less…

Quarantine has been widely regarded as a radical break in our daily lives and the ways we interact with the world, but in truth it’s simply an overdose of the indulgences a certain segment of the population was dabbling in already. We’re a little like kids caught with a cigarette, forced to smoke a whole pack at once.

The article quotes me and Domestic Cozy (Kyle interviewed me a few months before the pandemic started, and this feature obviously went into an extended development mode to accommodate the pandemic), and rather hilariously anoints me a “thinkfluencer’s thinkfulencer.” Which is kinda appropriate for this blogchain in particular, since I self-consciously set out to explore this particular bunny trail in an inception-optimized drip-feed form rather than trying to distill a viral-intent long feature out of it myself. Domestic cozy is a tortoise among hare-like memes.

Kyle’s thesis is an interesting mash-up of the longer-term minimalism trend that’s been his primary interest, and the more recent retreat trend. It’s not quite the same as either Domestic Cozy or what I’ve called waldenponding, but adjacent to, and somewhat at odds with, both. Maybe there’s a Venn diagram like this here. It’s not quite right, but close enough.

Domestic cozy is nihilistic, but not naturally minimalist I think. In fact there are strong elements of maximalism and hoarding to it — cozy furniture, too many pillows and blankets, maximalist kitchens, overfull pantries, overstocked workshops, and so on.

But the materialist maximalism does serve the obliterating function Kyle’s talking about, in sealing out the outside sensorily, and minimizing it as a source of dependency. So he’s right about that part. To the extent he’s also right about the existence of a parallel minimalist, eliminativist tendency, the two intersect in interesting ways.

In a way, the material minimalism he’s talking about is an older tendency; one that fits more naturally with premium mediocrity, since it assumes a lot more capability latent in a broader public environment. It’s hard to be a minimalist nomad living out of a laptop bag when airlines, Starbucks and AirBnB are operating in lockdown mode. But on the other hand, if you’re willing to kit out an RV or van like a self-sufficient spaceship, this is a great time to be doing non-minimalist nomadism.

The reason it gets confusing is that in a networked world with deep dependence on complex systems extending from your doorstep to China, minimizing connection and minimizing possession end up in a tradeoff. Rent and own occupy different positions on that tradeoff curve, but the point of the curve is to still shape your exposures to and dependencies on the world beyond your immediate control. Some buy more things to minimize connections, others rent more things as a service to minimize possessions. You can have a lean supply chain and fat household, or a fat supply chain and a lean household, but right now you have to have fat somewhere, or you’re at serious risk. The only non-retreat option, lean-lean is risky.

But though minimalism is perhaps more premium mediocre, the nihilism Kyle calls out is definitely more domestic cozy. There is a hopelessness there that was not there in premium mediocrity.

There’s something really dead-end like about all these trends. The thing about losing interest in the wider world is that there is no guarantee the wider world will also lose interest in you. What they say about politics (“you may not be interested in politics, but politics is interested in you”) is true of the ultimate superset of politics — nature. The world is reeling from multiple ongoing calamities, and only a tiny fraction have the luxury of retreating from it all. Those who lack that luxury are not going to be exactly happy about it. One way or the other, you will eventually have to pay for retreating from the world.

I’m going to call this blogchain archived, since it’s sort of done what I wanted it to do, in terms of helping catalyze a particular conversation. I’ll add any other significant builds by others, but my thinkfluencing of thinkfluencers work is done here.