South Asian Brand Discovery - August - Khoob

I started the South Asian Brand Discovery series as a way to highlight the incredible brands around us — the ones rooted in heritage, storytelling, and creative reinvention. This month, I’m so excited to feature Khoob, a brand that beautifully reimagines South Asian craftsmanship for the modern wardrobe.

Founded by Saakshi, Khoob is more than just fashion — it’s a conversation between tradition and today, between Jodhpur and New York. From Bandhej sets to embroidered denim, each piece tells a story of artistry, identity, and the joy of handmade heritage.

We sat down for a chat — and here it is.

Tell us your story.
Growing up in India and then moving away to live in the diaspora meant I was suddenly removed from the cultural cacophony that is life in India. I wanted to bridge those blurred lines of cultural identity through fashion, which has always been one of the clearest reflections of South Asian heritage.

What does the name “Khoob” mean to you?
“Khoob” is a Hindi/ Urdu word that literally translates to “very much” or “a lot”. However, it’s more often used colloquially to describe the beauty in something. I really wanted the brand to highlight and reflect the beauty in Indian craftsmanship, and Khoob felt like the perfect word to capture that spirit.

How does it reflect your brand’s ethos and vision?
Our ethos is rooted in celebrating the artistry of desi craftsmanship, reimagining heritage techniques for modern, everyday wear. By centering the beauty of the craftsmanship, and the stories of our karigars, Khoob expresses the idea that our traditional craftsmanship isn’t reserved for Diwali or shaadis, it can be woven into your daily wardrobe. Paying homage to the centuries of craftsmanship that have thrived across the subcontinent, Khoob celebrates all that makes our culture so beautifully rich.

How does Khoob celebrate South Asian culture in what you create?
Khoob is all about recontextualizing age-old South Asian crafts for the modern wardrobe — making heritage a part of your daily rotation and effortlessly wearable. By reimagining age-old crafts into modern, easy-to-wear pieces, we make it simple to rep your culture, or pay homage to the beautiful handwork, wherever you go. Beyond the craft itself, we tell the stories behind these techniques, honoring the rituals, patience, and artistry that go into creating each piece by hand.

What’s a signature product you’re proud of—and why should someone discover it first?
Our Bandhej set is one of my favorites. Traditionally hand-dyed in Rajasthan, the fabric is tied, dipped, and dried in the sun to make its color pakka (permanent), a process that slows down during the rainy season in Jodhpur. In anticipation of summer in New York, we just restocked before the monsoons began! Bandhni is woven into the everyday wardrobes of Rajasthan, and I wanted to reimagine this beloved craft as a set that city girls could wear with ease—a piece that feels like Jaipur and New York, woven together.

How do you balance ancestral traditions with modern lifestyle needs in Khoob?
At Khoob, we bridge ancestral craft with modern life by reimagining traditional South Asian techniques into silhouettes people reach for in their daily life: denim jackets, co-ord sets, and everyday shirts. Our mission is to keep these age-old skills relevant and wearable, so heritage doesn’t have to live only in a wedding closet.

What feeling or experience do you want people to have when they use or wear your products?
When someone wears Khoob, I want them to feel connected — to the story, the artistry, and the fashion that connects us through time and space (literally). Our pieces are meant to spark pride and curiosity, whether you’re reconnecting with your roots or discovering this craft for the first time. It’s about celebrating handmade heritage in a way that fits your modern life.

What’s one behind‑the‑scenes detail people don’t usually know about Khoob’s products?
Our manufacturing partner is a multi-generational boutique in Jodhpur that’s been making custom traditional menswear, from sherwanis to suits for decades. They’re masters of high-quality, handmade clothing, and now, they’re helping us reimagine those same heritage embroidery and dying techniques into everyday statement pieces. It’s a collaboration that blends the best of tradition with our modern vision, one stitch at a time.

Have you received any customer feedback or stories that deeply touched you?
A friend who bought the Raat Rani set right after we launched told me it became an instant conversation starter thanks to its unique medley of mukaish embroidery on denim. She wore it to a friend’s goodbye party, and at least seven people asked her about it — even fellow South Asians who had never seen mukaish work done on denim before. She loved how it brought such a unique embroidery to a staple Canadian tuxedo!

How can people support Khoob right now?
Follow us on Instagram @khoobnyc for event updates and a peek behind the craft that makes Khoob special. If you’d like to experience our pieces in person, snag your spot now before Aug 10th
Link to come see the collection in person- https://calendly.com/khoob-studio (also in instagram bio)

Thank you to Saakshi for sharing her story and for the beautiful work she does through Khoob. This blog is part of the South Asian Brand Discovery series curated by Tinted Heritage - a modern Indian home decor and gifting brand rooted in culture, tradition, and storytelling.

If you’re new here, explore our collections at tintedheritage.com or follow along on Instagram @tintedheritage.

Loved this spotlight? Share it with a friend, and help spread the word about Khoob.
Our stories and our brands are stronger when we uplift each other. If you know of a South Asian brand we should feature, we’d love to hear from you.

More brands. More stories. More connection. Stay tuned for next month’s discovery.