The story of Mohammed Khoja, the visionary Saudi fashion designer behind the luxury label Hindamme, is one of bold ambition and cultural pride. Born in al-Khobar and raised between Houston and Paris, Khoja blends East and West through his work, celebrating Saudi heritage while appealing to modern global audiences.
In 2016, Khoja launched Hindamme, a word derived from Arabic meaning “perfect form in harmony and aesthetic.” The brand quickly gained attention for its contemporary streetwear pieces infused with historical and cultural motifs. For Khoja, it wasn’t just about fashion; it was about storytelling.
A Self-Taught Creative Force
Though Khoja studied business in Paris, his journey into fashion was entirely self-taught. He began watching tutorials online, experimenting with fabrics, and learning pattern-making on his own. With no formal training, he relied on trial and error, building designs from his home studio in Saudi Arabia.
Early on, he faced many obstacles. Local resources were limited, production was slow, and he had to wear many hats designer, marketer, and coordinator. But his persistence paid off. He believed that fashion could act as a bridge, linking Saudi Arabia’s rich history with the cutting edge of modern design.
Designing Through Culture
Khoja’s collections are deeply inspired by his homeland. He often draws from architecture, art, and ancient symbolism. His 2020 collection focused on the historic region of AlUla, incorporating patterns and prints inspired by ancient carvings and rock art. It was a bold blend of past and present, something he has become known for.
In mid-2024, Khoja released Season VI, a collection paying tribute to the diverse regions of Saudi Arabia, including Riyadh, Jeddah, Aseer, the Eastern Province, and AlUla. Each piece was designed like a visual postcard, featuring bold prints and rich fabrics like velvet, satin, and nylon.
Khoja’s approach makes fashion deeply meaningful. His pieces often tell stories of identity, climate awareness, or regional pride far beyond surface-level trends.
The Iconic Driving Jacket
One of his most talked-about pieces is the Driving Jacket, created in 2018 to commemorate the day Saudi women gained the right to drive. The black bomber jacket was embroidered with the date “June 24, 2018” a simple, bold statement that made headlines. It became more than a garment; it became a symbol of social progress.
This jacket earned a place in international museums and added to Khoja’s growing recognition as a designer who uses fashion to mark historic and emotional moments.
Growing Global Recognition
As Hindamme gained popularity, Khoja began appearing on international platforms. In 2023, he showcased his designs in Paris as part of a curated fashion pop-up featuring Saudi creatives. This event connected him with international buyers and helped expand his brand’s reach.
He’s also been spotlighted in exhibitions and cultural institutions for his ability to blend tradition with innovation. Whether it’s ancient calligraphy or futuristic silhouettes, Khoja’s design language is uniquely his own and deeply connected to Saudi identity.
Living the Creative Life
Mohammed Khoja’s lifestyle mirrors his creative philosophy intentional, expressive, and always curious. During the pandemic, he took a step back to reflect, read, and recharge. Instead of rushing to produce, he used the time to think more deeply about sustainability, design purposefully, and explore new directions.
His daily routine balances research and hands-on work. He sketches ideas by hand, works closely with local artisans, and often travels for inspiration. Nature, architecture, and Saudi folklore are common sources for his next idea.
Khoja lives and works primarily in Saudi Arabia, staying close to his roots while maintaining an international outlook. His lifestyle blends minimalism with cultural richness, mirroring his brand’s clean yet expressive aesthetic.
From Struggle to Style
Despite his success, Khoja’s path has not been easy. In the early days, he handled every detail himself, from designing and sourcing to managing logistics. Mistakes happened, delays were frequent, and access to experienced manufacturers was limited.
But instead of giving up, Khoja kept going. His belief in the importance of cultural storytelling through design drove him forward. He proved that talent and vision can break through barriers, even without traditional support systems.
His story is a reminder that success is rarely instant. It’s built day by day, idea by idea, and often against the odds.
What’s Next for Hindamme
As of 2025, Khoja is focused on scaling Hindamme with care. He plans to open more international retail opportunities, deepen the brand’s commitment to sustainability, and collaborate with artists and designers from other creative fields.
He’s also working on digital innovations, bringing heritage and fashion together in new ways, possibly through immersive storytelling, virtual fashion shows, or augmented reality pieces.
Khoja remains committed to keeping Hindamme a brand with a purpose. Whether designing a jacket or launching a new collection, he ensures every creation reflects a story worth telling.
Why He Inspires
Mohammed Khoja’s journey inspires because it proves that creativity, passion, and authenticity matter. He built a brand without a fashion degree, without major funding, and without giving in to trends. His focus on cultural storytelling gives his designs soul, and his relentless drive makes his journey relatable.
He shows aspiring creatives that you don’t need to fit the mold. You can create your own path one that reflects your heritage, your beliefs, and your unique voice.
From local studios to global showcases, Khoja’s story reminds us that roots are not limits. They’re launchpads. His success offers hope to a new generation of designers in the Middle East and beyond, proving that style can change minds, open doors, and make history.
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