Our Story
Where Amer Khoj Began
Amer Khoj did not start with fashion. It started with a realization.
Inside Harvey Nichols in the UK, I stood surrounded by the world’s biggest luxury houses. An unfathomable number of labels read Made in India, yet none of the brands belonged to India.
In that moment, I understood something simple. India was building the world’s luxury, but not its own legacy. We had the craftsmanship. We had the excellence. But someone else was telling our story.
That day did not feel like a coincidence. It felt like responsibility.
Choosing The Harder Path
Life still moved normally for a while. I graduated in Accounting and Finance. I worked small jobs. I tried to do the safe and reasonable thing.
But the world was changing faster than the past could justify. AI was reshaping industries. Economies were uncertain. “Security” no longer meant what it used to. Waiting for “the right time” suddenly felt like waiting for something that may never come.
So I stopped waiting. If I am going to work hard anyway, I would rather build something I believe in. Something rooted in identity, pride, and purpose.
I chose to create Amer Khoj not as just a clothing brand, but as a declaration.
A declaration that our craftsmanship deserves a throne.
Identity in Every Piece
Once I began designing, the brand naturally began to reflect me.
Born Indian. Raised in the Middle East. Shaped by time spent in the West.
So Amer Khoj became a conversation between cultures. Indian craftsmanship on global silhouettes. Heritage meeting modernity.
India, confident on the world stage.
Why The Name Amer Khoj Exists
During a period of questioning what I truly wanted from life, I kept returning to one idea. Everyone deserves a personal quest. Something bigger than comfort. Something that gives life meaning.
At first, I wanted to name the brand simply Khoj, meaning search or quest. That name was taken, so the journey continued.
“Amer” eventually found its place ,partly because it was once meant to be my name, and partly because as I worked on the brand, it naturally evolved into something deeper:
Amer Khoj became The Quest for Eternity. Not fantasy. Impact. Legacy. Doing something meaningful enough to outlive you.
This brand is my quest.
And maybe, in time, it becomes part of yours too.
What We Stand For
Amer Khoj is not about following trends.
It is about identity. Legacy. Purpose.
It is for those who refuse to shrink, settle, or wait for permission.
For those who do not just wear clothes, but wear meaning.
This is not fashion.
This is reclamation. This is Amer Khoj.