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Why Saudi Brand Hindamme is the Go-To Label for Streetwear

Mohammed Khoja, the founder and designer behind Hindamme

Mohammed Khoja, the founder and designer behind Hindamme

Mohammed Khoja, the founder and designer behind Hindamme, looks relaxed in a white T-shirt, jeans, dark pony-hair bomber jacket, and Chelsea boots. The high-low uniform is somewhat reflective of his brand. “Streetwear is versatile, easy to wear, and radiates an effortless edge,” the 30-year-old says. “I inject elements of Middle Eastern heritage onto modern and more Western shapes through print, embroidery, or detailing that are relatively unknown to a new generation. My aim is to create a novel narrative within Middle Eastern design that is both universal and contemporary yet acts as a reminder of our heritage.”

In just three seasons, Hindamme – an Arabic term meaning to have perfect form and harmony in aesthetic – has made an impact with his particular fusion of Eastern and Western cultures. For SS18, Khoja explores the important role outer space occupied in the lives of early Arabs. Statement calligraphy, in the form of old stamps from the Middle East depicting illustrations related to space travel, sits next to Milky Way-themed pieces. If the brand quickly established the statement bomber as a house signature, Khoja says that he seeks to create more versatile pieces open for interpretation, like tribal-printed button-down shirts and tuxedo style jeans.

Mohammed Khoja, Hindamme

Mohammed Khoja, the founder and designer behind Hindamme

The Hindamme look isn’t just in the details, but in the fit  and construction, too. “I am slightly obsessive when it comes to symmetry and creating form- flattering pieces,” he says. Its bombers and shirts feature a slightly dropped shoulder to give the wearer an expressly masculine appearance. “The Middle East definitely has its own fingerprint in the global fashion arena, and as a designer, I want to welcome all people to my aesthetic and my world,” he says.

His clients – which range from the music to finance industries – are well-traveled men, who enjoy art and wearing pieces that tell a story. While Khoja aims to make his brand global and open flagship stores, his design ambitions go beyond clothes. He cites Virgil Abloh and Alexander Wang’s multifaceted careers as business models he aspires to.

Mohammed Khoja, Hindamme

Mohammed Khoja

“I am looking into creating designer furniture and collectibles, and I hope to be able to get into making contemporary art installations as well,” he says. “I don’t want to limit myself to fashion alone.”

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