About Us

Prideful Gear started as something personal.

My name is Toomas, and I’m the founder of Prideful Gear. Together with my husband Jonathan we created this brand to build something we felt was lacking: a space where identity, visibility, and self-expression come together through everyday products.

I have been "out of the closet" for 12 years, yet still learning how to be fully visible. 🌈

Prideful Gear is part of that journey.
A way to be more open, more visible, and more myself. ✨

The idea came during a business course in Estonia, where I realized something surprising: there were very few local brands focused specifically on LGBTQ+ clothing and accessories. From that gap, the Prideful Gear brand was born to offer thoughtfully designed products that celebrate identity and help people express themselves comfortably and confidently.

Estonia has made important progress in LGBTQ+ rights in recent years, but visibility and representation still matter. My hope is that Prideful Gear helps people feel seen — and gives them simple ways to express who they are, in their own way, at their own pace.