Purpose: This paper aims to investigate the business operations of informal clothing manufacturing micro enterprises (CMMEs) and identifies ways to support owners to achieve economic sustainability. Design/methodology/approach: A qualitative approach applying a case study design was used to study the business operations of 13 informal CMME owners at a business incubation hub (IH). Findings: The study found that emerging CMME owners need ongoing generic business and fashion-related field-specific support particular to their business. Such support can be offered through the collaboration between higher education (HE) institutions and business IHs. Social implications: Starting a clothing manufacturing business offers women in Africa the opportunity to improve both their personal and community well-being contributing to three sustainable development goals, namely, to end poverty, gender equality and empowering women, as well as sustainable consumption and production patterns. Partnering with existing business IHs, HE can influence skills-specific training that may contribute to the economic sustainability of emerging entrepreneurs and reduce poverty. Originality/value: The study proposes in-house apparel apprenticeships to ensure the economic sustainability of the CMME, contributing to apparel entrepreneurship literature and fashion-based entrepreneurship education. © 2021, Emerald Publishing Limited.
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