From our wrestling family to yours

In 2024, I signed my five year old son, Brooks, up for our local wrestling team, the Lead-Deadwood Golddiggers. I didn’t grow up around wrestling. I didn’t understand the rules, the scoring, or the culture. As an adoptive mom, I just knew he needed something that would challenge and motivate him in a way that would simultaneously build his confidence.

At the time, his younger sister, Ari, had no interest. She would sit on the edge of the mat during practice, half watching, half playing with dolls or Barbies, until one day she decided she wanted to try.

That first season changed them both in ways much greater than I expected.

She was strong in a way that felt instinctive. She wasn’t intimidated. She didn’t hesitate. She placed third at state in her very first year, at just five years old, and I remember sitting there realizing I had completely underestimated her.

But in the middle of all of that pride was something surprisingly frustrating. It was impossible to find gear just for her.

The singlets didn’t fit her body well. The shoes felt like smaller versions of her brother’s. Everything looked like it had been designed for boys first, with girls as an afterthought. I searched everywhere for something that felt strong and feminine without being silly or soft.

I was at a loss.

So I stopped looking and started building.

What began as something I sketched out for my own daughter slowly turned into teammates asking where they could get one. Then other parents started asking. Then families we didn’t even know.

Now we have a coach and three youth wrestlers under our roof, and a brand that's growing right along beside their training and their tenacity.

In Her Era exists because girls are not an afterthought in this sport. They are disciplined. They are competitive. They are capable. And they deserve gear that reflects that.

Now her brother begs to wear her gear. And that's when we knew we were onto something. Something worth sharing.

Shop

Built for girls.

Wrestling teaches resilience, discipline, and self-belief. Girls who wrestle learn early that they are strong, capable, and accountable for their effort.

But winning has never been the whole point.

At In Her Era, we believe the mat is a place where character is built. Where athletes learn respect for themselves and others. Where effort matters, composure matters, and how you carry yourself matters just as much as the outcome.

We coach for growth, not shortcuts.

For discipline, not ego.

For confidence that lasts longer than a medal.

We believe girls should be taught to compete hard, lose with grace, win with humility, and show up ready to work every single day.

When girls feel confident in what they wear and supported by the culture around them, they perform better. When they are coached with intention, they stay in the sport longer. And when they are taught character early, they grow into leaders on and off the mat.

In Her Era exists to support the growth of girls’ wrestling by providing gear and guidance that respects the athlete, the sport, and the lessons wrestling teaches.

Our approach is:

  • Athlete-first, always
  • Focused on effort, accountability, and respect
  • Competitive, disciplined, and character-driven
  • Built to develop strong wrestlers and even stronger people

Beyond the gear, we are committed to growing girls’ wrestling in the US by supporting athletes, families, coaches, and the community that shapes them.

In Her Era is more than apparel.

It’s about raising athletes who are confident, grounded, and prepared for whatever comes next.