About Town Gear Essentials

Built from grit, driven by community

Town Gear Essentials started at a kid's game on a Saturday morning.

Two moms from West Bridgewater who wanted gear their kids would actually be proud to wear, and could not find it anywhere.

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, 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
Based on the South Shore of Massachusetts. Not a faceless warehouse. We're the ones coaching your kids, sitting on the WBYAA board, and cheering from the bleachers next to you.
We test everything
Every product is personally tested for quality before it reaches the store. We have dealt with gear that falls apart after a few washes, and we refuse to pass that on.
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 carries your town's pride.
Where the money goes
We give back
A portion of proceeds from our team collections goes directly to local youth athletic associations. Buying from TGE invests in the programs that keep kids on the field.
Our mission
Gear they're proud to wear
For every town, every team and every young athlete, while putting money back into the communities that raise them.

Communities we serve

We design custom apparel for teams and organizations across the South Shore, and we're growing every season.

West Bridgewater Bridgewater Brockton East Bridgewater Raynham Easton Whitman-Hanson Carver Norwell Everett

Connect with us

Follow us on Instagram at @towngearessentials to see new drops, game day photos, and the communities we're proud to support.

Have a team that needs gear?

We'd love to work with you. Tell us your program, your sport and roughly how many players, and we'll take it from there.

Get in touch