YouTube folding tutorials have millions of views, while the likes of Marie Kondo have become a global phenomenon. But do perfectly neat drawers lead to a perfectly neat life?
Fifteen years ago, Gal Rozov was so fed up with failing to meet his wife’s high standards for laundry folding that he decided a different approach was required. He was not adept at doing the dishes either, he reasoned, but he did know how to load and unload the dishwasher. What if he could deal with clothing the same way? Nine prototypes later, his FoldiMate – simply feed in T-shirts, towels, trousers and shirts before collecting them, folded, from a drawer – is nearly ready for market. That the FoldiMate is expected to retail for about $1,000 (£760) and tens of thousands of people have registered interest says a lot about how neat folds are now prized. But why?
YouTube is awash with videos of people showcasing innovative ways to fold everything from socks to motorbike covers; a guide to 10 folding life hacks has almost a million views, and a simple demonstration of how to fold a fitted sheet has accrued more than 20m. In the past few years, the neatly folded closet drawer has become an Instagram staple, while Marie Kondo’s books on decluttering – in which folding is systematised to the extent that any item can be reshaped into “a smooth rectangle” – have sold more than 11m copies in 40 countries. The video for her basic folding method has amassed 8.1m views on YouTube.
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