The apparel industry is one of the vital industries in the global and South Asian context due to its contribution to the economy. However, this industry is recognised as one of the industries that adversely affect the environment due to the nature of the operation. Thus, initiatives are made to achieve environmental sustainability mainly through innovative techniques and processes. Addressing the need for context, the current study aims to explore the drivers for innovation for environmental sustainability with the experience from the South Asian context. Employing a qualitative approach, the study interviewed 37 respondents from Bangladesh, India and Sri Lanka, representing government and industrial experts relevant to the apparel industry. Regulatory drivers, market and consumer-related drivers, technological support, economic incentives and corporate social responsibility motives are identified as critical drivers for ensuring environmental sustainability through innovation. The main contribution of the current study is to derive vital drivers contextually relevant to the South Asian apparel industry using empirical evidence. The implications for both corporate and government sectors are discussed, and a few suggestions are highlighted for scholars.