Our Story and Values
In a small town in the province of Ancona, two friends — Sami and Vishal — were joking one evening about starting a brand. Then, in one of those nights when words carry more weight, they decided: let’s actually do it.
A blend of Moroccan and Indian influences, of street and tradition, of detail and substance. Sami, of Arab origins, started embroidering and sewing clothes at 16, purely out of passion. Vishal, of Indian origins, customized garments for himself and his friends. Two different cultures, two parallel stories, one vision: to unite the best of our roots to create something that didn’t exist before.
To create unique garments that enhance those who wear them, going against the grain of brands that produce soulless clothing. We want everyone wearing Khoja to feel seen and recognized.
The community is the heart of Khoja: they don’t just wear our clothes, they help create them. Instagram polls for design changes, suggestions via DM, and ideas for upcoming drops are just some of the ways they can contribute.
Bringing something different is a risk. People look at you, judge you. Then they follow you. We don’t want to make clothes that please everyone — we make them for those who have the courage to be themselves. If you’re here, it’s no coincidence: maybe you’re also looking for something more than just a brand. We are Khoja.
