Black sadu print paneled satin jacket
Hindamme is a contemporary mens and womenswear label inspired by the concept of East meets West. Modern and androgynous with a focus on heritage inspired details, Hindamme fuses contemporary styles with Eastern influences, creating an urban luxe aesthetic. The designers aim is to create a new narrative to Middle Eastern design that is both universal and contemporary yet also acts as a reminder of our heritage.
Born and raised in Saudi Arabia, Mohammed Khoja always had a hunger to create, with some of his first memories consisting of drawing shapes and forms. While studying business in Paris, Khoja decided to pursue design and worked on the concept for Hindamme, launching the brand internationally in 2016.
Mohammed Khoja
The Saudi Founder and designer of Hindamme Mohammed Khoja in interview with RUH Magazine.
Q: In a society like ours, did you find it difficult to be a designer?
A: Honestly, no not really, I found it difficult from a technical perspective, because I can’t produce in Saudi with my requirements. But in terms of social acceptance, I feel that society is ready and much more accepting than ever before and there’s been a greater sense of appreciation towards my work especially because I am inspired by our heritage.
Q: Whats the story behind the name "Hindamme" ?
A: Hindamme is a term used to describe someone who possesses high aesthetics, I felt it was very fitting of my East meet West concept because it’s a word from my culture but isn’t too obvious and has a universal appeal. I spelled the word in French rather than English, and it is pronounced ‘Hin- Dam’ and not ‘Hin-Damy’ but I don’t mind it being called either.
Q: How do you come up with ideas with your pieces and inspiration behind your collections?
A: It’s always an ongoing process, I am generally very much inspired by themes, but I tend to drift away at times. It usually starts with one idea, and then grows from there. With my second collection I was going through images of rock n roll icons and felt very inspired by what they were wearing on tour, my eastern element came later with the application of Sadu. I feel there is an over commercialization of Sadu in recent times, and some of its more authentic works were slowly disappearing as well as its intended purpose of portraying the early lives of Bedouins, so I wanted to highlight them with this collection.
Q: Where does Mohammed Khoja dream to reach in future?
A: I am hoping to be able to expand outside the region and be able to export more of our culture to the West. My ultimate dream is to open my own flagship stores in major fashion capitals. I also want to be able to expand into other areas within design, I am currently looking into collaborating with an artisanal furniture maker based out of Italy, and I’d love to do more of these projects and even be able to design products as well.
Q: Whats the biggest difficulties do a designer go through in that field?
A: Being able to translate your idea the way you envision it, it’s quite challenging and I still struggle and feel limited at times but you need to be persistent and push for it to happen.
Q: Lastly, what mistakes did you fell into that you alert/advice other designers to not fall at that same mistakes?
A: I felt I took enough time to come up with the identity of my brand and its design aesthetics before starting, so I would avoid rushing into designing without developing your identity first so that you’re able to portray your true signature and apply a level of consistency. I would also avoid looking into trends too much and this is linked to my first point. And lastly, and this is something I am also struggling with as a creative, is focusing on the business side of your work and making sure you follow a plan and budget your costs.
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