The fashion industry has been extensively attacked in recent years due to its severe environmental and social impact, to which large and multinational corporations have responded and come up with new initiatives. The aim of the current research is to seek answers to how small and medium-sized enterprises in the fashion industry having fewer resources are able to operate responsibly on the domestic market. After analysing three Hungarian and an Upper-Hungarian fashion industry SMEs with similar business profiles using the qualitative in-depth interview method, the research concluded that their strength lies mainly in their unique and sustainable products, and they consider opportunities for further development through partnerships and collaborations. The nature of the research is explorative and intends to provide a framework for a further analysis on sustainability and responsibility.