The joy of folding: how an everyday chore became an online, anxiety-busting sensation

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 wifes 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 guide to 10 folding life hacks has almost a million views, and a simple demonstration of Instagram staple, while Marie Kondos books on decluttering in which folding …