About Sugar Roo

Our Roots

I grew up in Northern New Hampshire, right in the heart of the White Mountains. My childhood was built on hiking, skiing, swimming in the lake, and playing outside until the sun went down. But as much as I loved the outdoors, I always had a passion for fashion.

Whether I was walking to field hockey practice or grabbing a hot chocolate in the ski lodge, I wanted to feel cool and confident in what I was wearing. That’s the heart of Sugar Roo: creating a curated space where high-quality, stylish designs meet the needs of a kid who is constantly on the move.

Quality You Can Feel

We believe in natural comfort. That’s why our new collections are crafted from 100% cotton or organic cotton. We choose materials that are soft on skin, durable enough for the playground, and made to last through every adventure.

The "Played In" Collection

Sustainability is at the core of everything we do. Our "Played In" collection is a curated selection of used and vintage clothing.

The concept is simple: these are items that were once loved and worn with joy, and they deserve to keep the fun going. Choosing "Played In" means you’re shopping sustainably and giving a second life to high-quality pieces that have plenty of stories left to tell.

Match the Vibe

Style isn't just for the little ones! Check out our Tall To Small for pieces that bring that same confidence and quality to your wardrobe, and maybe even grab a chance to match your mini-me.