Hindamme: Mohammed Khoja’s Fashion Tribute to Arab Identity and Innovation
In the rapidly evolving world of Middle Eastern fashion, few names have sparked as much intrigue and reverence as Mohammed Khoja, the visionary behind the Saudi fashion label Hindamme. More than just a brand, Hindamme is a cultural narrative—one that merges traditional Arab identity with forward-thinking design. With garments that honor historical shifts, like the iconic black bomber jacket featuring the date “June 24, 2018” to commemorate Saudi women’s right to drive, Khoja has crafted a fashion language that is powerful, poetic, and deeply rooted in regional significance.
The Visionary Behind the Label: Mohammed Khoja
As a self-taught designer with a background in business and media, Khoja’s entry into fashion was less about following trends and more about reshaping cultural perceptions.
His upbringing—straddling traditional Saudi values and cosmopolitan influences—equipped him with a unique lens through which to interpret design. Khoja is not merely a fashion designer; he is a cultural storyteller, using textiles, cuts, and symbols to communicate nuanced narratives about identity, heritage, modernity, and societal transformation.
Brand Philosophy: “East Meets Future”
The essence of Hindamme lies in its brand philosophy—what Khoja describes as “East meets future.” This encapsulates his drive to bridge ancient Arab heritage with cutting-edge aesthetics, creating pieces that feel simultaneously timeless and avant-garde.
The word Hindamme itself is of classical Arabic origin and loosely translates to “to possess perfect form in harmony and aesthetics.” This etymology mirrors the label’s mission: fashion that is both aesthetically refined and conceptually rich.
Hindamme draws inspiration from sources such as:
- Ancient Mesopotamian and Nabatean civilizations
- Traditional Saudi tribal patterns and motifs
- Sci-fi futurism and retrofuturism
- Architectural and calligraphic influences
The result is a design philosophy that doesn’t just clothe the body—it drapes it in meaning.
Commemorative Fashion: The June 24 Bomber Jacket
Perhaps the most globally recognized piece from Hindamme’s archive is the black bomber jacket embroidered with “June 24, 2018”—the historic date Saudi Arabia lifted its ban on women driving. The jacket was worn by Saudi women as a powerful statement of empowerment, and its image circulated in both regional and international press.
Khoja described the piece as a “wearable monument”—a garment that not only celebrates progress but also preserves it through design. It encapsulates what makes Hindamme unique: fashion as cultural timestamp, not seasonal statement.
This garment is now part of the permanent collection at the Victoria & Albert Museum in London, validating its cultural and artistic significance.
Aesthetic Signature: Clean Lines, Futuristic Flair
Hindamme, under Mohammed Khoja’s creative direction, stands as a pioneering force in Saudi and global fashion. More than garments, Khoja designs cultural artifacts—pieces that tell stories, commemorate change, and challenge norms.
His fusion of heritage and futurism gives Arab identity a bold, modern voice in the international design landscape. With every collection, Hindamme continues to redefine what fashion can achieve: not just beauty, but meaning.
As Saudi Arabia embraces a new cultural era, Hindamme serves as both mirror and messenger—reflecting the past, confronting the present, and envisioning a progressive, stylish future rooted in authenticity and artistic depth.
Hindamme’s aesthetic is distinct and consistent. Khoja favors:
- Structured tailoring with androgynous appeal
- Monochromatic and muted palettes, often using black, white, metallic, and neutral tones
- Textural experiments, including mesh, neoprene, metallic fabrics, and synthetics
- Futuristic silhouettes—slim-fit blazers, elongated shirts, sharp shoulders, asymmetry
These elements are paired with subtle references to Arab geometry, heritage crafts, or calligraphic symbols, creating a balance between form, function, and cultural resonance.
Influences: Arab Futurism and Global Streetwear
Khoja often refers to Arab Futurism as a guiding influence. Unlike Western futurism, which is typically imagined through techno-industrial lenses, Arab Futurism embraces the region’s ancient wisdom while projecting a new, speculative future—one that is rooted in equity, vision, and cultural dignity.
This perspective shows up in Hindamme’s hybrid language of streetwear, luxury, and costume-like theatricality. It is fashion that belongs in art museums, music videos, and real-world protests alike.
Global influences from designers like Raf Simons, Yohji Yamamoto, and Hussein Chalayan can be seen in Hindamme’s love for deconstruction, narrative layering, and silhouette experimentation. Yet, the label remains undeniably rooted in Arab identity.
Cultural Commentary through Fashion
Hindamme doesn’t shy away from sociopolitical reflection. Whether it’s climate change, censorship, gender roles, or digital surveillance, Khoja often embeds critical commentary into his collections. But his approach is poetic, not preachy—using visual allegory rather than slogans.
His work subtly pushes the boundaries of what fashion in the Arab world can do, shifting it from surface to substance, from trend to truth.
International Recognition and Exhibitions
Hindamme has received widespread acclaim not only from fashion enthusiasts but also from curators, journalists, and art institutions. Highlights include:
- Permanent installation at the Victoria & Albert Museum
- Featured in Paris and Milan fashion showcases
- Coverage in top publications like Vogue Arabia, The New York Times, Harper’s Bazaar, and GQ Middle East
- Collaborations with tech brands and digital artists
This recognition signals a broader shift: Arab designers are no longer on the margins—they are now at the center of global creative discourse.
Digital Presence and Brand Storytelling
Hindamme’s digital storytelling is carefully curated. Its social media channels function more like art installations than product catalogues, filled with editorial photography, video essays, and conceptual mood boards.
Khoja’s Instagram presence further humanizes the brand—offering behind-the-scenes insights, cultural references, and thought pieces that inform each collection.
The website, meanwhile, serves as both an e-commerce platform and a cultural archive, allowing users to understand not just what to wear, but why it was made.
Youth Engagement and Cultural Legacy
Among young Saudis and Arabs, Hindamme holds iconic status—not just for its aesthetics but for what it represents: self-expression, autonomy, pride, and future-building. Khoja is seen as a trailblazer who paved the way for a new generation of creatives to engage with fashion as more than consumerism—it’s about identity reclamation.
Hindamme has also contributed to a broader cultural softening and modernizing of the Saudi image on the global stage, providing an alternative to reductive stereotypes.
Redefining Fashion as Culture
Mohammed Khoja’s work through Hindamme challenges conventional understandings of fashion as simply decorative. His collections invite viewers and wearers alike to rethink the role of clothing as cultural archive, political diary, and futuristic projection.
He is part of a new vanguard of Arab designers using fashion not just to dress bodies, but to reshape narratives, heal historical erasures, and spark conversation.
With Hindamme, fashion becomes storytelling with texture—tactile, visual, and emotional.
Conclusion: Hindamme – A Movement in Motion
Hindamme is more than a brand—it’s a movement of cultural continuity and reinvention. Under Mohammed Khoja’s visionary guidance, the label has transcended fashion and entered the realm of philosophy, politics, and art.
Through pieces like the June 24 bomber jacket, Hindamme immortalizes pivotal moments. Through futuristic tailoring and cultural symbolism, it imagines the next century. And through its bold aesthetic, it gives voice to a generation eager to be seen, understood, and respected on their own terms.
As Saudi Arabia continues to evolve socially and artistically, Hindamme will remain a benchmark—an emblem of what it means to be modern, Arab, and unapologetically original.
