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Knitwear isn’t just cozy sweaters or scarves anymore, it’s becoming a game-changer in sustainable fashion, and damn, it’s about time. In a world where everyone’s throwing around words like “eco-friendly” and “green”, knitwear is quietly proving that it can walk the talk. From how it’s made to what it means for the future of fashion, knitwear is flipping the script on design, production, and even what we consider valuable.
VJ by Sakshi Punyani isn’t your average fashion brand. It’s a fresh, uncompromising push into a world where sustainability meets creativity, and it’s here to rewrite the rules. As the winner of the Lakmé GenNext title, VJ refuses to play by the usual rules of fast fashion, instead focusing on knitwear that feels as thoughtful as it looks.
Here, the goal isn’t just to make clothes but to make an impact.
We sat down with the brand to understand their approach to design, how they blend craftsmanship, creativity and scalability, and what fuels their vision.
“Every brand has its own story, and yours is just starting to unfold. What inspired you to create VJ, and how does the name reflect your vision for redefining contemporary knitwear?” We asked Sakshi Punyani, founder of VJ.
“I have always been fascinated by the versatility of knitwear. It is a fabric that can be both cozy and chic, classic and contemporary. However, in India, it is often seen as a winter-only affair. I wanted to change that. I wanted to create a brand that would offer stylish, high-quality knitwear pieces that could be worn year-round, no matter the weather. We have been involved from the very beginning, from the yarn stage, which allows us to curate every detail, from the knitting stage to the final stitch, so that each piece is not only beautiful but also comfortable and durable. This 'VJ' name would be a special tribute to my dad. It is a personal touch that reflects the value of quality, craftsmanship, and timelessness that I aspire for in every piece we craft.”
Knitwear has a deep, almost silent tradition and it’s been around forever. Every stitch holds meaning, passed down through generations. But the hard part? Breaking away from those rules isn’t easy. The patterns, cables, ribbing, lace, they’ve always been there. They’re beautiful, but they also feel limiting when you’re trying to create something fresh. “It’s a delicate balance, but one we are passionate about. We have a great respect for the rich heritage of knitwear and the skilled artisans who have perfected these techniques over centuries. Their knowledge and expertise are invaluable to us” Punyani shared. “However, we also believe in pushing boundaries and creating something fresh and exciting. It’s all about finding a balance, where we use ancient techniques and modern design sensibilities. We try various yarns, colors, and patterns, but with that we don’t forget the essence of knitwear. It is something which we learn every day and get inspired by this craft, which has infinite possibilities. Of course, it’s difficult. But it is also the most rewarding feeling ever when we see the actual outputs of our designs, reflecting the power that blending tradition with innovation creates.”
Knitwear’s quiet nature is what makes it so powerful. It doesn’t shout for attention like fast fashion does. Designers gravitate towards it because of its versatility. You can create anything from structured, sculptural pieces to relaxed, everyday staples. It fits seamlessly into high fashion as well as casual wardrobes, blending individuality with practicality. The tactile nature of knitwear is what truly sets it apart.
"Your pieces have an incredible way of blending individuality and comfort. They’re stylish, yes, but also deeply personal, almost like they’re made to be lived in. It’s a rare quality in fashion. Can you share how this focus on both self-expression and wearability influences your process? How does that vision take shape, from your first sketches to the final pieces?"
“When I start designing, I usually begin with a feeling or a mood needed. I think of the kind of woman I am designing for: someone who is strong, independent, and effortlessly stylish. I want her to feel beautiful and empowered in our clothes. From there, I start drawing, experimenting with different silhouettes, textures, and colors. I’m always inspired by the world around me: nature, art, and people. I like experimenting with various techniques and materials to create unique pieces. The process is collaborative: it involves our talented team. We work together to bring my vision to life, making sure every piece is not only beautiful but also well-made and comfortable. However, we realize that the perfect piece is sometimes impossible to find. Sometimes, the final product does not exactly match the original vision. But that is part of the creative process. It’s about learning, adapting, and always striving for improvement, as well as creating clothes that speak to people on a deeper level. Clothes that make them feel good, both inside and out. And we are committed to that vision, even if it means taking a few detours along the way.”
Knitwear doesn’t shout, it whispers. It’s not about loud trends but about how it feels and moves. You can make it sculptural with exaggerated textures or keep it simple and timeless. It fits into high fashion just as easily as it does into everyday wardrobes.
It isn’t flat or one-dimensional. It’s hella tactile, every loop, every stitch holds weight. The patterns, whether cables, lace, or ribbing, aren’t just decorative. They have depth. “Sometimes, a story just kind of organically emerges out of my experimentation with different techniques and materials. A particular color combination might evoke a certain emotion or memory, inspiring a collection that explores that feeling." They tell stories of movement, tradition, and resistance. A sweater with bold cables? It’s not just a pattern, it’s a narrative of strength and structure. "Sometimes, I start with a story or theme in mind. Maybe it’s a personal anecdote, a historical event, or a cultural reference. Then I translate this story into visual language by using knitwear as the canvas. Perhaps I’d choose a certain stitch pattern for expressing a particular emotion or use a certain yarn for its texture or mood.”
"Winning the Lakmé GenNext title and showing at Sustainable Fashion Day at LFW were truly pivotal moments for VJ. These experiences validated our vision and opened doors to a much wider audience, inspiring us to push the boundaries of sustainable fashion. Being part of such a prestigious platform gave us the opportunity to connect with industry experts, buyers, and fashion enthusiasts. It allowed us to showcase our unique aesthetic and commitment to sustainability, which in turn helped us build a stronger brand identity.”
Knitwear is practical. It’s not about reinventing the wheel, it’s about using the wheel smarter. Unlike most fabrics that are cut and sewn, knitwear is built directly into shape. That means little to no waste in production, which is rare in fashion. This “fully fashioned” approach is efficient, not just for luxury brands, but for scalable, everyday use too. “It’s a constant challenge, actually, in terms of balancing quality with scale, especially in fashion. It’s like trying to put lightning in a bottle—you want to keep that artisanal touch, that unique quality, while also making sure that everyone who wants a piece can get one. For us, it is about finding a right balance between technology and tradition. We use it to streamline processes but ensure that we never let go of the human touch."
On top of that, the materials used in knitwear are diversifying fast. Yes, there’s the usual wool and cotton, but now we’re seeing recycled yarns, plant-based fibers like hemp, and bioengineered materials that reduce environmental impact.
For brands, the challenge is balancing affordability with sustainability. Machine-knitted garments reduce waste but require a significant upfront investment in technology. Handcrafted knitwear supports artisans and local economies but is time-intensive and harder to scale. Both approaches have potential. "Our artisans are the heart of the brand, and we invest deeply in their training and development. We also believe in establishing good relationships with our suppliers. This means that by working closely with them, we can ensure that our materials are of the highest quality and that our production processes are ethical and sustainable.”
It tends to last longer if cared for properly, which means fewer purchases over time. But let’s be honest, most people don’t want to hand-wash a sweater or worry about moths eating it. The industry needs to make care easier for consumers if it wants knitwear to have staying power. It’s not all sunshine and rainbows, but it’s a step forward.
"Finally, we’d love to hear about what’s next. Are there any upcoming collections, projects, or innovations you’re particularly excited about? And how do they reflect your brand’s evolution and ethos?"
“We are working on some very exciting new collections that combine our signature style with a more commercial appeal. We are pushing the boundaries of knitwear, experimenting with innovative techniques and sustainable materials. While embracing a more accessible approach, we remain committed to creating unique pieces that resonate with our audience and reflect our brand’s ethos.”
This isn’t about romanticizing knitwear, it’s about seeing its real potential and limitations. If done right, knitwear could lead the way in showing how fashion can be sustainable, artistic, and economically viable all at once. But it’s going to take effort, investment, and, frankly, some patience.
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