In the world of fashion, hindamme, an old Arabic word, used for hundreds of years influenced by the Persian language referred to one’s perfectly harmonious and pleasant appearance. People often described members of society who were well dressed, leaned toward high aesthetics in their attire as “met’handim” and it represented a person belonging to a certain class in society. We often hear it in Egyptian movies of the 60’s and 70’s, praising men wearing snazzy and sharp suits and formal dress wear, the phrase is still used today. Years later, Hindamme the fashion label came to be. Founder and designer Mohammed Khoja aka Moe Khoja took the name and put its profound meaning to its proper use by designing a line combining a very bold yet minimalistic approach to ready-to-wear fashion. Hindamme is a great example of Arab influence meeting West, making the brand a contemporary one that represents a specific aspect of our culture and heritage.
Khoja grew up loving fashion as he traveled numerous times with his family to Italy for shopping sprees and was inspired from a young age by all the fashion labels. Each designer had his own significant style and design that catered to their target buyers. Only during his years in Paris and being surrounded by the impeccable fashion scene that he was truly influenced, convinced and determined to make a mark in the industry. Surrounded by the beautiful Parisian architecture, iconic local and international designer houses built by pioneers of the industry that keep changing and shaking up the fashion world, Khoja knew what he wanted to do.
“I first started with Paraphernalia, I was fresh back from Paris and was very much into street art, grunge rock, surfer chic and an overall western vibe. I loved that vibe for a while but saw that it didn’t sit well with me as I evolved and so my brand evolved as well. Hindamme is where I want my brand to be, with more local influence than that of Paraphernalia. I fell in love with the local regions and how each one had their own designs, embroidery patterns and how connected it was to its natural habitat.”
Hindamme uses the concept of “East meets West” in its t-shirts, dresses, bomber jackets and tops for both male and female buyers. It takes a more minimalistic approach but with bold patterns and designs that can be considered wearable pieces of art. His approach in fashion isn’t to be a follower, but to be a motivator. Hindamme is loud and turns heads when worn, they’re chic and elegantly designed with a mellow and toned down vibe suitable for both day and night wear representing regional embroidery of Asir. The clothes can capture the eye of Western designers and local artists alike.
It took a little more than two years to create Hindamme, Moe took his time to discover and study patterns of the Kingdom that best suited his vision. He even took his time choosing the right name as it was circulating around him for some time and as the pieces started to take shape, Hindamme fit the vision he wanted. “I was deeply inspired by our Arabic culture, we pride ourselves to being well dressed and the name just fit. I wanted Hindamme to fit with Paraphernalia for so long for my love of the brand but it just didn’t click, it seemed bipolar if I may be so blunt. I wanted a do-over and now I know where I’m headed with it for more longevity and stability.”
With his vision in place, Moe designed key pieces for his first collection such as structured bomber jackets with edgy zipper detailing and long sleeve and short sleeve tops that vary in print, material and pattern. A significant feature in Hindamme’s first collection is the intricate pattern and embroidery stitching (naqshat) of some of the jackets and t-shirts, there is heavy influence from the Asir region as it was Moe’s muse of choice. Then there are the bold geometric black and white pieces with a futuristic edge but still simple and comfortable. Don a t-shirt or bomber with simple jeans or basic top and you’re good to go. Another beautiful addition to the significance of this brand would be the clean cuts of each piece sold, insuring that quality is high on the priority list of Moe’s vision for the brand.
“As local fashion designers, we have a mission not only to represent, but also to present a unique brand in order for Western designers to look our way in fashion, our region, our talent, and to use our culture in an aesthetic way to help influence them. That’s where the concept of “East meets West” is derived from and I hope I was able to do that through my brand.” You can find Hindamme at Life stores and Rubaiyat nationwide, and be sure to check out their website www.hindamme.com and Instagram account for more information.
Khoja grew up loving fashion as he traveled numerous times with his family to Italy for shopping sprees and was inspired from a young age by all the fashion labels. Each designer had his own significant style and design that catered to their target buyers. Only during his years in Paris and being surrounded by the impeccable fashion scene that he was truly influenced, convinced and determined to make a mark in the industry. Surrounded by the beautiful Parisian architecture, iconic local and international designer houses built by pioneers of the industry that keep changing and shaking up the fashion world, Khoja knew what he wanted to do.
“I first started with Paraphernalia, I was fresh back from Paris and was very much into street art, grunge rock, surfer chic and an overall western vibe. I loved that vibe for a while but saw that it didn’t sit well with me as I evolved and so my brand evolved as well. Hindamme is where I want my brand to be, with more local influence than that of Paraphernalia. I fell in love with the local regions and how each one had their own designs, embroidery patterns and how connected it was to its natural habitat.”
Hindamme uses the concept of “East meets West” in its t-shirts, dresses, bomber jackets and tops for both male and female buyers. It takes a more minimalistic approach but with bold patterns and designs that can be considered wearable pieces of art. His approach in fashion isn’t to be a follower, but to be a motivator. Hindamme is loud and turns heads when worn, they’re chic and elegantly designed with a mellow and toned down vibe suitable for both day and night wear representing regional embroidery of Asir. The clothes can capture the eye of Western designers and local artists alike.
It took a little more than two years to create Hindamme, Moe took his time to discover and study patterns of the Kingdom that best suited his vision. He even took his time choosing the right name as it was circulating around him for some time and as the pieces started to take shape, Hindamme fit the vision he wanted. “I was deeply inspired by our Arabic culture, we pride ourselves to being well dressed and the name just fit. I wanted Hindamme to fit with Paraphernalia for so long for my love of the brand but it just didn’t click, it seemed bipolar if I may be so blunt. I wanted a do-over and now I know where I’m headed with it for more longevity and stability.”
With his vision in place, Moe designed key pieces for his first collection such as structured bomber jackets with edgy zipper detailing and long sleeve and short sleeve tops that vary in print, material and pattern. A significant feature in Hindamme’s first collection is the intricate pattern and embroidery stitching (naqshat) of some of the jackets and t-shirts, there is heavy influence from the Asir region as it was Moe’s muse of choice. Then there are the bold geometric black and white pieces with a futuristic edge but still simple and comfortable. Don a t-shirt or bomber with simple jeans or basic top and you’re good to go. Another beautiful addition to the significance of this brand would be the clean cuts of each piece sold, insuring that quality is high on the priority list of Moe’s vision for the brand.
“As local fashion designers, we have a mission not only to represent, but also to present a unique brand in order for Western designers to look our way in fashion, our region, our talent, and to use our culture in an aesthetic way to help influence them. That’s where the concept of “East meets West” is derived from and I hope I was able to do that through my brand.” You can find Hindamme at Life stores and Rubaiyat nationwide, and be sure to check out their website www.hindamme.com and Instagram account for more information.
