Mai Niemi is ergonomic well being fashion that meets the body's needs, combining natural materials and shapes, Feng Shui, myths and Kalevala.

The story of Mai Niemi and the concept of IAMMAI is more than fashion – they tell about transformation, feminine power and dressing in a new era.

The Magic Wardrobe concept is also unique: timeless, versatile and transformable clothes that free women from disposable trends that have been forgotten in the closet and replace them with joy, beauty and ease. It's time to renew yourself and your life.

The Magic Wardrobe is the answer to this – the endless possibilities of one piece of clothing! It offers exactly this: freedom from old patterns and dressing that supports a woman's own strength and uniqueness. Mai Niemi reaches out to women who value sustainability, well-being and self-expression - those who are ready to take a step towards a new era of fashion and themselves.