OUR STORY

Sugar Theory is a South Wales-based independent clothing brand, stitched together by a love for tattoos, skating, pop punk, and all things alternative.

We’re a small team of three doing it all—designing, printing, packing, and shouting into the Instagram void—creating apparel that feels like summer, sounds like your favourite throwback track, and looks like the coolest kid at the skatepark.

Our designs are made to spark smiles, nods, and maybe a “hell yeah” from anyone who gets the vibe. From clean lines and bold prints to a bit of tongue-in-cheek humour, everything we make is rooted in creativity and self-expression.

We’re proudly made-to-order to reduce waste and stay as sustainable as possible, but we still show up at festivals and events to spread the Sugar Theory word in person.

We're not just about clothes—we’re about community, culture, and carving out space for people who live a little louder and love a little weirder.

This is Sugar Theory. Wear it your way.
  • D A N

    Strengths:Cooking, Forgetting shit
    Weaknesses: I forgot
    Fun Fact: Pours Capri Suns into cups
    Festival Speciality: Cocktails
    Loves: Mexican Food
    Hates: Mike
  • M I K E

    Strengths: Sales - could sell a car to a car sales man.
    Weakness: Late 99.9% of the time
    Fun Fact: Once had a song in the iTunes top 5!
    Festival speciality: Top Skiver
    Loves: Crisps
    Hates:
    Courgettes (never tried them)