Our Story

When I started SugarFur, a friend said, "Maybe you could just sell the fur without the lights."

And for a second, I felt embarrassed. Like maybe it was childish. Too much. Too playful.

But the lights were the whole point.

Not because they're practical — because of what happens when someone puts one of these coats on. Strangers start conversations. A crowd gets brighter. People who usually shrink into the background suddenly take up space, and they like it.

The more I watched that happen, the more I realized the lights were never what I was afraid of. I was afraid of being seen. Afraid of taking up space. Afraid of fully embracing the parts of myself that are playful, colorful, and a little unconventional.

Building SugarFur taught me the same thing it teaches everyone who wears it:

The glow isn't the extra part. The glow is the point.

What SugarFur is

Every coat is designed for the moments where you want to be unmissable — festival nights, desert sunrises, city streets, anywhere the music is loud and the lights are low. Premium faux fur, real LEDs, made to be danced in, hugged in, and photographed about a thousand times a night.

We started with one coat and a phone camera. Now SugarFur ships to over 23 countries, worn by people who decided to stop dimming their light for everyone else.

This is your permission slip

You don't need an occasion. You don't need to earn it. You just need to want to shine.

Wear the light.

see you in the desert.
— Ashley, Founder