In late 2016, Sugg and his sister Zoe released a range of branded merchandise called 'Sugg Life', created in collaboration with The Creator Store, a company owned by Alfie Deyes and Dominic Smales.[28][29] The term 'Sugg Life' is a play on 'Thug life', a phrase popularised by Tupac Shakur and more recently an internet meme.[30] The online shop offered a range of products such as hoodies, stickers and phone cases.