At True Fishing Gear, we’re on a mission to end the “frumpy fisherwoman” stereotype. Founded by Erin Olson, a lifelong angler inspired by her classy and resourceful Grandma Addie, we believe fishing should be just as stylish as it is functional.

We understand the frustration of finding clothing that balances comfort, style, and practicality. That’s why we’ve curated a collection of apparel and gear designed to help women anglers look good, feel good, and fish even better.

Whether you’re casting your line or posing with your trophy catch, True Fishing Gear empowers you to fish confidently, comfortably, and with pride.

Join our community of Women Who Fish and make every fishing story come true.

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  • TFG Founder

    I’m Erin Olson—wife, mom, entrepreneur, and an avid angler who believes women shouldn’t have to choose between looking good, feeling good, and fishing good. After years of struggling to find fishing gear that fit well, functioned properly, and made me feel confident on the water, I decided to create True Fishing Gear—a brand designed by women who fish, for women who fish.
    Fishing has been a huge part of my life, but it’s not my only passion. I’m also a lifelong horseperson and business owner with a track record of finding gaps in the market and filling them. I’ve built successful businesses before, but True Fishing Gear is more than a business—it’s a movement to change the way women experience fishing.
    My faith in God guides everything I do—how I run my business, how I treat people, and how I show up in the world. I believe we are called to work with excellence, serve others well, and enjoy the beauty of His creation—including time spent on the water with a fishing rod in hand.
    Like many women, I juggle my love of fishing with the rest of life—family, work, and everything in between. That’s why True Fishing Gear is made for us. Women who fish for fun, make memories, and want gear that works without the frump. Because we deserve better.
    May all your fish stories come True.