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.