About Town Gear Essentials
Built from Grit. Driven by Community.
Town Gear Essentials started the way a lot of great things do — at a kid's game on a Saturday morning.
I'm Merima Ikanovic, a mom of two boys, a finance professional, and the founder of Town Gear Essentials. When my kids started playing youth sports, I wanted gear that actually represented their teams — not generic blanks with an iron-on logo, but quality apparel that players and families would be proud to wear. I couldn't find it. So I built it.
About six months in, the business found its other half. My son became best friends with Cullen McNeill, and that friendship brought me and his mom, Stefanie McNeill, together. What started as a sideline friendship quickly turned into a partnership — Stef saw the same vision I did, and she jumped in with both feet. Today she's co-owner of TGE and we do everything together.
What began as designing gear for our kids' teams has grown into a full custom apparel brand serving youth athletes, schools, and sports organizations across Massachusetts.
More Than a Business — It's Personal
My path here wasn't a straight line. I came to the United States as a refugee at age 11, arriving with my mother and two siblings and not much else. Growing up, sports and community were everything to me — they gave me belonging when the world felt unfamiliar. That experience shaped who I am today, and it's the heart of what TGE is about.
Stef brings the same fire from a different angle. She's a teacher by day and a coach every other hour — soccer, softball, baseball, you name it. Between the two of us, we've been coaching our kids since they were in kindergarten. We both sit on the board of the West Bridgewater Youth Athletic Association (WBYAA), and we're at the fields and in the gyms year-round. I coach basketball; Stef covers just about everything else.
We're not just building a business — we're raising our kids in the same community we serve. We know the families, the coaches, and the players by name. That's what makes TGE different.
What Makes Us Different
We're local. Town Gear Essentials is based right here on the South Shore of Massachusetts. We're not a faceless warehouse — we're your neighbors. We're the ones coaching your kids, sitting on the WBYAA board, and cheering from the bleachers right next to you.
We test everything. Every product we sell has been personally tested for quality before it ever reaches our store. We've dealt with the frustration of low-quality gear that falls apart after a few washes — and we refuse to pass that experience on to our customers.
We design for your team. Each collection is custom-designed to reflect the identity of the team and the community it represents. From the Wildcats to the Coyotes, every piece of gear is made with your town's pride in mind.
We give back. A portion of proceeds from our team collections goes directly to local youth athletic associations. When you buy from TGE, you're not just getting great gear — you're investing in the programs that keep kids on the field.
Our Mission
To give every town, every team, and every young athlete gear they're proud to wear — while putting money back into the communities that raise them.
Communities We Serve
We currently design custom apparel for teams and organizations in West Bridgewater, Bridgewater, Brockton, East Bridgewater, Raynham, Easton, Whitman-Hanson, Carver, Norwell, Everett, and beyond — and we're growing every season.
Have a team that needs gear? We'd love to work with you.
Connect With Us
Follow us on Instagram @towngearessentials to see new drops, game day photos, and the communities we're proud to support.