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.

Wear the light.

see you in the desert.
— Ashley, Founder