Mohammed Khoja is the creative force behind HINDAMME, a contemporary ready-to-wear label that blends Saudi heritage with modern design. His work has helped shape a fresh Saudi fashion identity a mix of bold silhouettes, careful craft, and stories drawn from the region’s art and architecture.
A quick snapshot: who he is and why he matters
Mohammed Khoja launched HINDAMME to bring a new, youthful voice to Arab luxury. The brand name itself drawn from an old Arabic idea of “perfect form and harmony” signals his aim: to make garments that feel both modern and rooted. Since the label’s early seasons, Khoja’s pieces have mixed streetwear energy with motifs and textures inspired by regional history. This balance has put him on the radar of local and international fashion pages and cultural programs.
From humble beginnings to founding HINDAMME
Khoja’s story is relatable because it’s not a traditional route through elite fashion schools. He is largely self-taught and grew his brand from curiosity and consistent experimentation. He launched HINDAMME in the mid-2010s and focused on creating ready-to-wear collections that young people could actually live in not just museum pieces. That practical but artistic approach made the brand popular with a generation that wants authenticity and cultural pride packaged in wearable design.
Design philosophy: East meets West told simply
At the heart of Khoja’s work is a clear idea: fashion can be a conversation between past and present. He borrows shapes, calligraphic hints, and petroglyph patterns from Arab art and reimagines them with modern cuts, fabrics, and color palettes. The result is a signature look that reads familiar to locals but fresh to global audiences a bridge between community memory and contemporary style. HINDAMME describes itself as “East meets West,” and Khoja uses that phrase as a guiding principle when choosing motifs and textiles.
The struggle behind the label
Khoja’s path hasn’t been free of doubt. Building a luxury label in a market that only recently opened wide to homegrown fashion means navigating limited infrastructure, small local supply chains, and, occasionally, skepticism about new aesthetics. Being self-taught also meant he spent long hours learning pattern cutting, sourcing fabrics, and building a team almost from scratch. Those early lean seasons required creative problem solving from reworking factory samples to personally overseeing production and shoots. That grind taught him resilience and the practical side of design, lessons he now passes on to younger creatives.
Breakthroughs and milestones
Khoja’s efforts started to pay off as HINDAMME grew season by season. He gained coverage in regional outlets and cultural journals that appreciated how his collections referenced ancient motifs without becoming costume. One of his notable milestones was the chance to present his work abroad including shows and exhibitions that connected him with global buyers and editors. These moments helped move HINDAMME from a promising idea to a brand with international reach.
Recent work: collections that talk to the land
Khoja keeps digging into Saudi history for new ideas. Recent HINDAMME seasons have included deeply researched themes from architectural epigraphy to petroglyph motifs reworked for modern silhouettes. His S/S 2025 “Petroglyphs Collection” and the brand’s Season VI highlight how he mines local visual language and translates it into garments that read as both contemporary and meaningful. These collections are more than clothes; they are storytelling tools that invite wearers to connect with place and memory.
Lifestyle: a day with the designer (real, grounded, inspiring)
A typical day for Khoja is a mix of studio work, meetings, and quiet research. He splits time between sketching ideas, meeting tailors, and checking samples but he also keeps a public life on social platforms where he shares studio moments, travel shots, and sneak peeks of collections. That openness helps fans see the human side of design: the coffee-fuelled late nights, the small victories when a sample fits perfectly, and the long walks where new patterns are imagined. His Instagram and public profiles reflect a creative who loves craft and community equally.
Community, collaboration and representation
Khoja collaborates with cultural institutions and creative platforms to showcase Saudi craft in contemporary ways. His work has appeared in curated programs that spotlight Saudi designers, and he’s linked with talent agencies that help bridge designers to international opportunities. These partnerships are part of his strategy: grow locally, then connect globally while always bringing the local story with him.
Why his story inspires
What makes Khoja’s path motivating for young creatives is how practical his climb is. He didn’t wait for a permission slip or an endorsement from outside; he learned, experimented, and kept publishing work. He turned constraints limited local manufacturing or market expectations into creative advantages by leaning into regional identity rather than hiding it. That approach sends a clear message: originality rooted in culture can be a competitive edge on the world stage.
Where HINDAMME stands today the current pulse
Right now, HINDAMME sits at the intersection of culture and commerce. The brand continues to release new seasons, shows work that attracts fashion editors, and remains active on social channels to keep the conversation alive. Recent features and profiles show Khoja as a designer who is not only building garments but also shaping how Saudi fashion is understood abroad. He currently works with creative partners and platforms to expand his reach while keeping production values high.
Practical takeaways for young designers
If you’re inspired by Khoja, here are simple lessons from his journey:
- Learn by doing: real-world practice and consistent output matter more than waiting for school credentials.
- Use culture as fuel: local stories and motifs give your work identity and make it stand out internationally.
- Build networks: collaborations with cultural institutions, platforms, and talent agencies open doors.
- Be visible: share the process online it turns private struggle into public inspiration.
Where to follow him and contact
Want to follow Mohammed Khoja or reach out to HINDAMME? He is active on Instagram and the label maintains a website and official contact channels. Public contact and representation details include the brand email and agency contact.
Do follow him on Instagram.
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