ABSTRACT Ready-Made Garments (RMG) firms, particularly in developing economies such as Bangladesh, struggles to integrate sustainability into its operations and product innovation. Limited supportive policies and institutions exacerbate this challenge, hindering the industry's ability to produce high-standard and globally competitive sustainable products. Drawing on case studies of Bangladesh’s RMG firms, this qualitative paper aims to identify potential strategies and commitments to drive transformative change in the RMG firms towards sustainable product innovation. It addresses the main questions on the drivers of transformative change in sustainable product innovation, as well as firm leadership responses to sustainable development. Key findings from key informant interviews (KII) and focus group discussions (FGD) indicate drivers and strategies for transformative change towards sustainable product innovation in five dimensions: sustainability practices, market demands, firms’ commitments and initiatives, policy and regulatory framework, and technology and innovation. The findings of the paper highlights policy insights and leadership roles that contribute to a comprehensive understanding of the crucial factors and guidelines for initiating transformative changes in the RMG firms towards sustainable products. Also, a framework with insights from stakeholders is developed based on the findings to provide leadership guidance and recommendations for companies in the RMG sector and other related industries.