diff --git a/firestore.rules b/firestore.rules
index 894367a6..d52569cd 100644
--- a/firestore.rules
+++ b/firestore.rules
@@ -47,5 +47,10 @@ service cloud.firestore {
       allow read;
       allow update: if request.auth.uid == resource.data.curatorId;
     }
+
+    match /folds/{foldId}/followers/{userId} {
+      allow read;
+      allow write: if request.auth.uid == userId;
+    }
   }
 }
\ No newline at end of file
diff --git a/web/components/follow-fold-button.tsx b/web/components/follow-fold-button.tsx
new file mode 100644
index 00000000..97e29deb
--- /dev/null
+++ b/web/components/follow-fold-button.tsx
@@ -0,0 +1,50 @@
+import clsx from 'clsx'
+import { Fold } from '../../common/fold'
+import { useFollowingFold } from '../hooks/use-fold'
+import { useUser } from '../hooks/use-user'
+import { followFold, unfollowFold } from '../lib/firebase/folds'
+
+export function FollowFoldButton(props: { fold: Fold; className?: string }) {
+  const { fold, className } = props
+
+  const user = useUser()
+  const following = useFollowingFold(fold, user)
+
+  const onFollow = () => {
+    if (user) followFold(fold, user)
+  }
+
+  const onUnfollow = () => {
+    if (user) unfollowFold(fold, user)
+  }
+
+  if (!user || following === undefined)
+    return (
+      <button className={clsx('btn btn-sm invisible', className)}>
+        Follow
+      </button>
+    )
+
+  if (following) {
+    return (
+      <button
+        className={clsx(
+          'btn btn-primary btn-sm hover:bg-red-500 hover:border-red-500',
+          className
+        )}
+        onClick={onUnfollow}
+      >
+        Following
+      </button>
+    )
+  }
+
+  return (
+    <button
+      className={clsx('btn btn-secondary bg-indigo-500 btn-sm', className)}
+      onClick={onFollow}
+    >
+      Follow
+    </button>
+  )
+}
diff --git a/web/hooks/use-fold.ts b/web/hooks/use-fold.ts
index f64694df..8caa58d2 100644
--- a/web/hooks/use-fold.ts
+++ b/web/hooks/use-fold.ts
@@ -1,6 +1,11 @@
 import { useEffect, useState } from 'react'
 import { Fold } from '../../common/fold'
-import { listenForFold, listenForFolds } from '../lib/firebase/folds'
+import { User } from '../../common/user'
+import {
+  listenForFold,
+  listenForFolds,
+  listenForFollow,
+} from '../lib/firebase/folds'
 
 export const useFold = (foldId: string) => {
   const [fold, setFold] = useState<Fold | null | undefined>()
@@ -21,3 +26,13 @@ export const useFolds = () => {
 
   return folds
 }
+
+export const useFollowingFold = (fold: Fold, user: User | null | undefined) => {
+  const [following, setFollowing] = useState<boolean | undefined>()
+
+  useEffect(() => {
+    if (user) return listenForFollow(fold, user, setFollowing)
+  }, [fold, user])
+
+  return following
+}
diff --git a/web/lib/firebase/folds.ts b/web/lib/firebase/folds.ts
index 3220f884..63d67806 100644
--- a/web/lib/firebase/folds.ts
+++ b/web/lib/firebase/folds.ts
@@ -1,7 +1,16 @@
-import { collection, doc, query, updateDoc, where } from 'firebase/firestore'
+import {
+  collection,
+  deleteDoc,
+  doc,
+  query,
+  setDoc,
+  updateDoc,
+  where,
+} from 'firebase/firestore'
 import { Fold } from '../../../common/fold'
 import { Contract, contractCollection } from './contracts'
 import { db } from './init'
+import { User } from './users'
 import { getValues, listenForValue, listenForValues } from './utils'
 
 const foldCollection = collection(db, 'folds')
@@ -90,3 +99,24 @@ export function listenForFold(
 ) {
   return listenForValue(doc(foldCollection, foldId), setFold)
 }
+
+export function followFold(fold: Fold, user: User) {
+  const followDoc = doc(foldCollection, fold.id, 'followers', user.id)
+  return setDoc(followDoc, { userId: user.id })
+}
+
+export function unfollowFold(fold: Fold, user: User) {
+  const followDoc = doc(foldCollection, fold.id, 'followers', user.id)
+  return deleteDoc(followDoc)
+}
+
+export function listenForFollow(
+  fold: Fold,
+  user: User,
+  setFollow: (following: boolean) => void
+) {
+  const followDoc = doc(foldCollection, fold.id, 'followers', user.id)
+  return listenForValue(followDoc, (value) => {
+    setFollow(!!value)
+  })
+}
diff --git a/web/pages/fold/[...slugs]/index.tsx b/web/pages/fold/[...slugs]/index.tsx
index 4cdb41ca..885c5987 100644
--- a/web/pages/fold/[...slugs]/index.tsx
+++ b/web/pages/fold/[...slugs]/index.tsx
@@ -31,6 +31,7 @@ import { Leaderboard } from '../../../components/leaderboard'
 import { formatMoney } from '../../../lib/util/format'
 import { EditFoldButton } from '../../../components/edit-fold-button'
 import Custom404 from '../../404'
+import { FollowFoldButton } from '../../../components/follow-fold-button'
 
 export async function getStaticProps(props: { params: { slugs: string[] } }) {
   const { slugs } = props.params
@@ -155,7 +156,11 @@ export default function FoldPage(props: {
     <Page wide>
       <Row className="justify-between mb-6 px-1">
         <Title className="!m-0" text={fold.name} />
-        {isCurator && <EditFoldButton className="ml-1" fold={fold} />}
+        {isCurator ? (
+          <EditFoldButton className="ml-1" fold={fold} />
+        ) : (
+          <FollowFoldButton className="ml-1" fold={fold} />
+        )}
       </Row>
 
       <Col className="md:hidden text-gray-500 gap-2 mb-6 px-1">
diff --git a/web/pages/folds.tsx b/web/pages/folds.tsx
index f0706b38..ac240def 100644
--- a/web/pages/folds.tsx
+++ b/web/pages/folds.tsx
@@ -3,6 +3,7 @@ import Link from 'next/link'
 import { useEffect, useState } from 'react'
 import { Fold } from '../../common/fold'
 import { CreateFoldButton } from '../components/create-fold-button'
+import { FollowFoldButton } from '../components/follow-fold-button'
 import { Col } from '../components/layout/col'
 import { Row } from '../components/layout/row'
 import { Page } from '../components/page'
@@ -82,9 +83,7 @@ export default function Folds(props: {
                 </Link>
                 <Row className="justify-between items-center gap-2">
                   <SiteLink href={foldPath(fold)}>{fold.name}</SiteLink>
-                  <button className="btn btn-secondary btn-sm z-10 mb-1">
-                    Follow
-                  </button>
+                  <FollowFoldButton className="z-10 mb-1" fold={fold} />
                 </Row>
                 <Row className="items-center gap-2 text-gray-500 text-sm">
                   <div>12 followers</div>