Ankita Khoje, founder of IKKHO. (Credit: Courtesy of IKKHO)
Fashion That Meets Women Where They Are
Ankita Khoje’s London-based fashion label is redefining womenswear with elevated designs and “research-driven fits” created specifically for women over 40.
When Ankita Khoje looked around the fashion industry, she saw a customer base that was largely overlooked: Women whose confidence, lifestyles and bodies had evolved with age, but whose clothing options had not. Determined to fill that gap, she founded IKKHO, a London-based brand focused on refined silhouettes and timeless styles based on studies about fashion’s functionality. Khoje shared with us how her own experiences shaped her business, the challenges of building a new brand, and why staying true to one clear purpose has guided every decision.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
Through our focus on an underserved customer: Women in their prime. By combining research-driven fits, refined design and a more nuanced understanding of women’s evolving bodies and lifestyles, we offer a premium womenswear solution that is both intelligent and deeply relevant.
Tell us about your biggest success so far.
Turning a very clear gap in the market into a fully realized brand with a strong point of view. In a short span, we have built this company from the ground up, and launched with a message that has genuinely resonated with women who often feel overlooked by fashion.
What is your top challenge and how have you addressed it?
Gaining visibility as a young brand in a crowded market. We have addressed this by building a clear identity, staying focused on a specific and underserved customer, and using strong storytelling, product clarity and organic brand building to grow awareness steadily.
Have you experienced any significant personal situations that have affected your business decisions?
Being a young Indian founder in the UK, while building a label for women over 40 – both things have deeply shaped my decisions. It has all made me more aware of what it means to be overlooked, and that perspective has strengthened my commitment to building a brand rooted in empathy, respect and genuine understanding.
What is your biggest tip for other startup entrepreneurs?
Get very clear on the problem you are trying to solve and stay close to it. In the early stages, it is easy to get pulled into what other brands are doing, what looks successful from the outside, or what people think you should be building. What matters far more is having a strong point of view and understanding exactly who you are building for.
What I know now is that clarity is one of the most valuable assets a young business can have. Clarity in your customer, your product, your message and your decisions saves time, money and energy. It helps you say “no” to distractions, so that you can focus on what actually builds long-term value.
I also wish I had understood earlier how much patience entrepreneurship requires. Building something meaningful almost always takes longer than you expect, and progress is not always visible in the beginning. That does not mean it is not happening, though – sometimes the most important work is laying the foundation properly.
How do you find inspiration on your darkest days?
I return to why I started. I built this company to make women feel seen, and reconnecting with that purpose helps me keep going even when the journey feels difficult.
What is your go-to song to get motivated on tough days?
“Kar Har Maidaan Fateh” by Shreya Ghoshal and Sukhwinder Singh. It reminds me to keep going with courage and conviction, even when the journey feels uncertain.
Who is your most important role model?
My mother. She represents the kind of woman I am designing clothes for: Someone whose strength, grace and sense of self have only deepened with time. Watching how often women like her are overlooked by fashion has been one of the biggest inspirations behind the brand.
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