Purpose: The purpose of this paper is to investigate custom-made apparel manufacturing micro-enterprise (CMME) owners' perspectives of sustainability within their business practices throughout the entire product development process and determine how educational initiatives can promote a more environmentally conscious product development process. Design/methodology/approach: A qualitative case study, using face-to-face interviews and observations of CMMEs at an incubation hub presents evidence of owners' sustainability perspectives. Findings: Although CMME owners disregard sustainability as a pro-environmental approach within the business context, attempts at pro-environmental subconscious behaviour and a deliberate non-environmental consciousness are evident in sourcing and manufacturing during the product development process. Research limitations/implications: Because of the case study approach of four CMMEs in an IH, the findings may not be applicable to other small and micro-businesses. Despite this limitation, valuable insights emerged that show the current inaptness of the CMMEs to manage an environmentally sustainable business practice. Social implications: To promote sustainable development goal 12, related to the clothing and textile industry, it is postulated that CMMEs should be supported to minimise their use of resources, thereby promoting environmental sustainability. Originality/value: The findings of this study direct the development of higher education educational programmes featuring learning content on pro-environmental design and business practices for CMMEs.