HDG started this unique and beautiful project in the heart of Las Vegas.

This Is Us

Founded in 2006 by Jeff Rubin, IT’SUGAR is a modern day playground dedicated to immersing its customers in content that they just can’t keep to themselves. IT’SUGAR was created to satisfy a universal sweet tooth and provide a variety of bold merchandise with tongue-and-cheek attitude.

As the place where candy-obsessed come to indulge in the sights, smells and tastes of their favorite sweets and get immersed in the brand’s irreverent voice and fun-loving nature, IT’SUGAR is a different kind of specialty store. Dedicated to bringing out the child in every adult, the brand mixes unique product and merchandise with mega-sized humor and attitude.