Our story

Founded in 2016, Niinmun is a responsible Finnish clothing brand for adult women. The brand is dedicated to nurturing a natural, minimalist aesthetic and lifestyle.

Niinmun was born in my hometown in the Turku archipelago, Korppoo, around a single linen dress I made for my friend’s Roosa nauha (Pink ribbon) charity campaign.

Our mission is to create long-lasting, practical, minimalist, well-designed, and reasonably priced garments.

The Niinmun brand’s color palette and unique design language offer a harmonious blend of Scandinavian fashion and the relaxed, unhurried lifestyle of the archipelago.

“I strive to bring the ruggedly beautiful nature of the archipelago and the timeless feeling of everyday life into our collections. High-quality materials, thoughtful design, meticulous details, earthy colors inspired by the archipelago, and uncompromising comfort are always the starting points of my design process.

Life in the archipelago is everyday luxury, characterized by ease and a sense of space, allowing us to be our true selves. For us, Niinmun is more of a lifestyle brand than a fashion brand.

Our goal is to design garments that embody beauty, practical everyday solutions, minimalist aesthetics, and care — for nature, for ourselves, and for others. We consider our work successful when we can make our customers feel even a little of the same. As a concrete expression of this, we donate a portion of our revenue to the preservation of our archipelago.”

— Virpi Kostiainen, Founder & Designer

Niinmun is led by a dynamic mother-daughter duo, Virpi and Hilma. Our passion is creating timeless fashion that endures over time and use — from mother to daughter.

Virpi’s long-held dream was that one day Hilma would become part of the Niinmun family, and today Hilma manages Niinmun’s online store and marketing.

The unique synergy of this duo guides the values and goals of the Niinmun brand, reflected both in the collection’s design language and in our ethos. Virpi and Hilma share mutual trust and respect for each other’s expertise and skills, making their collaboration wonderfully effortless.