Hi, I’m Addina, the founder of She Wears Sugar. I started the brand from a simple feeling — getting dressed should feel exciting, not confusing. Surrounded by trends and inspiration, I wanted to create a brand girls can always return to when they want to feel pretty, confident, and like themselves.
She Wears Sugar is an Indonesia-based, female-led brand for young women, from their teenage years to their late twenties. What began as a passion for fashion grew into more than clothing — a space where girls can express themselves and feel seen.
Today, I’m proud to run a brand built mostly by women, supporting local female artisans from design to production, with a vision to grow a strong community while creating pieces that help every girl feel like her best self.
OUR BRAND STORY:
She Wears Sugar is a locally made, female-led fashion brand created for trend-oriented young women, from their teenage years to their late twenties. It’s a brand that we want girls to always choose as their ultimate source of style inspiration. With so many inspirations around, I wanted to build one brand that feels like a go-to, something easy, exciting, and instantly makes you feel good without overthinking.
What started as a passion for fashion grew into something more than just products. She Wears Sugar is built as a community-driven brand where we don’t just sell clothes, but the image and identity of who you become when you wear them. It’s about helping girls feel confident, expressive, and inspired in their everyday lives.
OUR BRAND NAME:
“She Wears Sugar” represents the feeling we want every girl to experience — soft, pretty, confident, and effortlessly attractive in her own way. To me, the name reflects a world where girls can celebrate being themselves — dressing up not because they have to, but because they want to feel good, feel pretty, and feel like the best version of themselves.
OUR TAGLINE:
Feel pretty, Confident, and Fully Yourself
OUR DESIGN INSPIRATION:
Our designs are inspired by street style, pop culture, Instagram OOTDs, and most importantly, by our own community.
We look at how girls actually live and dress — from daily basics to pretty vacation outfits — and translate that into pieces that feel relevant, wearable, and exciting. Every design is created to fit into real moments in their lives, while still making them feel special and confident.
OUR PROUDEST MOMENT FROM OUR JOURNEY SO FAR:
What I’m most proud of is that She Wears Sugar has grown into more than just a fashion brand — it has become a community. From the beginning, the goal was never just to sell clothes, but to create a space where girls feel confident, expressive, and inspired. Today, seeing our customers not only wear our pieces but truly connect with the brand and with each other is the most meaningful part of the journey.
I’m also proud that we’ve built this as a female-led brand, supporting local women artisans from design to production. Every piece represents not just style, but also the people behind it.
OUR VISION FOR THE FUTURE:
Our vision is to grow She Wears Sugar into a leading fashion brand with a strong, community-based identity filled with energetic and inspiring women across Indonesia, and eventually beyond.
More than expanding as a brand, we want to continue building a world where girls feel seen and confident — where fashion is not just about trends, but about how you feel and who you become. We want She Wears Sugar to always be the brand that girls choose when they want to feel their best.
ONE THING YOU SHOULD KNOW…
At She Wears Sugar, we believe we don’t just sell products — we sell the image and identity of who you become when wearing our clothes.
Every detail, from design to packaging, is created to feel like a gift from your girl best friend. Our goal is simple — to make every girl feel pretty, confident, and excited to be herself, every single day.
Follow She Wears Sugar on Instagram @shewearssugar
