	In late 2016 Sugg and his sister, Zoella, 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. The term 'Sugg Life' is a play on 'Thug life', a phrase popularised by Tupac Shakur and more recently an internet meme. The online shop offered a range of products such as hoodies, stickers and phone cases. In August 2017, The Creator Store opened a pop-up shop in Covent Garden which, for ten days, sold limited edition 'Sugg Life X PB' merchandise; a collaboration of Sugg Life and Deyes' 'Pointless Blog' brands. The Sugg Life online shop became inactive in May 2018.