This investigation examines the transition to sustainable production models in the fashion industry in Bulgaria, identifying the main challenges, perceptions, and opportunities from the perspective of business professionals. The problem lies in the lack of a national coordinated strategy and the limited impact of educational and regulatory mechanisms on sustainable development. A qualitative approach was used through semi-structured interviews with 11 experts from different regions of the country, followed by cluster analysis and principal component analysis to identify recurring patterns in the attitudes of the interviewees. The results show that professional experience, technological innovation, and personal initiative are perceived as key drivers of sustainable transition, while education and institutional support remain underestimated. The regional context influences perceptions but is not the only determining factor. The study offers an empirical basis for better targeted policies tailored to the specific needs of the sector and geographical features.