MEET AMA FI
Ama Fi is a new purpose-driven brand, disrupting the women’s casual and dress shoe category by
merging medicine, science, and fashion.
WHO WE ARE
A team of dreamers powered by purpose and mission.
Sisters and Founders
Dr. Eva Asomugha, a board-certified Orthopedic Surgeon and Foot and Ankle Specialist
Ms. Idara Umoh, a senior executive with 20+ years’ experience leading major
business units in health-focused organizations
In strategic partnership with Brent James, Founder and Chief Creative Officer of Concept 21, an internationally-renowned shoe development firm.
Painful, uncomfortable, and deformity-causing women's shoes
(Heel pain, plantar fasciitis, stress fractures, ankle sprains, bunions, hammertoes, blisters, low back and knee pain and the list goes on)
Fast fashion, poor fit, and bad construction despite high price tags
Limited style selections, sizes, and widths
Women deserve and desire more!
Merge Medicine + Fashion
Redefine Vision + Standards
Seize opportunity + Demand
Ama Fi will deliver luxurious, comfortable, supportive, anatomical, and high-style shoes to women.
Patentable, Proprietary, and Data-Driven Custom Solutions
To be developed: Four casual-chic shoes + an "At home" shoe featuring Ama Fi's proprietary insole and footbed, all designed from our customized, hybrid shoe last (mold)
Our style perspective is different from any major shoe brand on the market.
We are chic and effortlessly beautiful. We design through a lens influenced by our West African heritage.
We have an eye towards continuous improvement and sustainability. Fast and environmentally-extractive fashion is our antithesis!
Check out our design board
$30B luxury women's shoe industry
A steady compound annual growth rate of 7% with continued growth through the end of the decade
An available market share of 45%
Since the pandemic, there has been an even greater emphases on luxe-comfort apparel and a greater focus on self care, health, and wellness.
We are raising $30,000 in pre-seed funding support.
This will fund the design and sample development of two of our shoe lines, custom molds (lasts), and proprietary insole.
**Some product images provided are representative only.