An independent fashion & technology house
Indian in origin. Independent in thought.
Building brands and the intelligence behind them.
THOC. / In motion
Culture. Clothing. Code.
01 / Our approach
THOC. brings two ambitions together: improving fashion technology and moving India's fashion industry forward.
The House of Clothing Private Limited (THOC) is a fashion-technology and apparel company registered in Bengaluru, India. We build homegrown clothing brands and develop in-house AI for virtual try-on, natural-language product discovery, garment fit recommendations and fashion ecommerce.
But better software is only half the work. Our ambition is to help build an industry with stronger homegrown labels, greater respect for regional craft and a closer connection between the people who design, make and wear our clothes.
We start with our own brands. KHOJ is the first place where this thinking takes shape.
Inside our thinking01Fashion technology
Bring AI closer to the actual work of fashion: understanding garments, helping people find their fit, planning collections and running commerce. Technology should be useful to the person wearing the clothes and the team behind them.
The technology we are building02The Indian fashion industry
Build distinctive homegrown brands, carry regional knowledge forward with respect, and make the path from creative idea to finished garment more considered. Indian fashion should help define the future, not simply keep pace with it.
Our ambition for India02 / AI for fashion & ecommerce
We are developing an in-house fashion intelligence layer: modern image and language models connected to what we know about our garments. The first applications are taking shape in the KHOJ app, with research extending into the work behind the storefront.
Intelligence, made in-house.
Technology should make the experience feel more human. Not more complicated.
Coming soon. Built for iOS and Android.
We are exploring how regional references, garment measurements and collection notes can become structured product knowledge. The aim is to support research and creative workflows while keeping interpretation and authorship with the designer.
Our planning research looks at how early interest and product feedback could inform style, size and quantity decisions before production. Smaller, better-informed runs are the goal, with people reviewing the decisions that reach our manufacturing partner.
We are building toward a connected view of products, inventory, orders and customer questions. Clearer information and useful automation should reduce repetitive work for a brand team and unnecessary friction for the person shopping.
03 / The Indian fashion industry
Reforming an industry starts with changing how we work within it. Our ambition is an Indian fashion industry where original brands, regional knowledge and modern technology strengthen each other.
Progress does not have to leave its origins behind.
The work starts with our own brands.
Wider industry impact has to be earned.
Build labels with their own design language, not just a place-of-manufacture label. We want creative direction, storytelling and long-term brand value to grow alongside India's ability to make exceptional clothing.
Treat regional craft as knowledge, not decoration. Our approach is to document the origins of a reference, acknowledge its people and place, and keep that context visible as it becomes contemporary clothing.
Question the assumption that growth must mean making more. We want limited collections, better planning and a clearer understanding of fit to support more considered production and purchases.
Designers, brand teams and production partners should be working from clearer specifications and shared product knowledge. Technology can help with the coordination; accountability stays with people.
04 / KHOJ, our luxury streetwear brand
One house. A world of possibilities.
A travel journal of luxury streetwear
One region. One chapter. A limited collection.
KHOJ travels across India from north to south, carrying the craft, culture and quiet details of each place into what we wear.
It is also the starting point for our technology: real garments, a defined collection and a shopping experience to build around. KHOJ gives the systems context. The systems are being developed to make the brand easier to run and more intuitive to shop.
Enter the world of KHOJChapter 01 / Kinnara
Kinnaur, Himachal Pradesh
Arriving Vasanta 2027
05 / The House of Clothing Private Limited
An independent house where brand building and technology development inform each other. Our structure keeps us focused on the ideas, the customer and the tools, with specialist partners handling production.
06 / Partners & sponsors
No house builds alone. These are the people who help us make the clothes, the institutions that support the company, and the places where others can join the work.
Production partner
Our manufacturing partner for KHOJ. We lead design, creative direction and the customer experience; their team brings the production expertise that turns each collection into finished garments.
Government recognition
Recognised under Startup India, the Government of India's programme for building and supporting new Indian businesses.
Government support
Registered with the Ministry of Micro, Small & Medium Enterprises, which supports homegrown Indian businesses as they grow.
Incubation
Incubation support from Jain Launchpad, the entrepreneurship programme of JAIN (Deemed-to-be University), Bengaluru.
Sponsorship & collaboration
Sponsor a KHOJ regional collection, a craft documentation project or our fashion-technology research. Or partner with us as an artisan cluster, mill, technology team, retailer or institution that shares our ambition for Indian fashion.
07 / Questions about THOC
Our company, our fashion technology, and the first chapter of KHOJ.
Talk to the houseTHOC is The House of Clothing Private Limited, an Indian apparel and fashion-technology company registered in Bengaluru, Karnataka. It brings two ambitions together: developing in-house AI for fashion and building stronger homegrown clothing brands. KHOJ is its first brand.
Yes. The House of Clothing Private Limited is the parent company of KHOJ, an Indian luxury streetwear label built as a travel journal across India. Each limited collection explores one region, moving from north to south and carrying its craft, culture and stories into contemporary clothing.
THOC is developing virtual try-on, natural-language product discovery and garment-specific fit recommendations for the KHOJ app. Its wider research covers fashion design intelligence, structured garment knowledge, apparel demand planning and connected ecommerce operations. These are development and research areas, not a claim that every system is already live.
Contact The House of Clothing Private Limited at headquarter@thehouseofclothing.com for corporate enquiries, fashion and technology collaborations, production partnerships, careers or press. The contact form on this site opens an email draft; it does not submit your message to a server.
08 / Start a conversation
Designers, engineers, craft practitioners and production partners. If you are thinking about what Indian fashion could become, we would like to hear from you.
headquarter@