Sustainable fashion research increasingly recognises the role of emotional attachment in extending garment lifespans and countering disposability. This study examines handknitting as an emotionally durable and eco-sustainable fashion practice by connecting the demand side of evidence from Gen Z consumers with supply-side insights from women-led Self-Help Groups (SHGs) in the Kumaon region of Uttarakhand, India. Drawing on emotional design theory, the research investigates how affective associations, such as love, nostalgia, and personal meaning, shape consumer relationships with handknitted garments and how these associations can support sustainable livelihood systems.

A mixed-method research approach was adopted. Quantitative data were collected through a structured survey of Gen Z respondents (n = 44), capturing emotional responses, wardrobe retention patterns, purchase behaviour, and awareness of handknitted apparel. Qualitative insights were obtained through interview schedules with selected SHGs engaged in handknitting, documenting production practices, materials, income generation, and sustainability attributes.

Findings reveal a strong emotional attachment to handknitted garments among Gen Z consumers, particularly those gifted by family members, with a significant proportion of respondents retaining handknits for over a decade. Despite this emotional receptivity and willingness to pay a premium for handcrafted products, awareness of SHG-produced handknit apparel remains extremely low. SHGs, meanwhile, operate low-waste, decentralised, and women-empowering production systems aligned with principles of slow fashion and eco-sustainability.

The study identifies a clear market and a market gap. It argues that emotional design strategies, such as storytelling, visibility of makers, and customisation, can bridge this divide. By repositioning handknitting as a contemporary practice of emotional sustainability rather than a nostalgic craft, the paper highlights pathways for strengthening women’s livelihoods and promoting sustainable fashion consumption.