This study aim is to examine how businesses can overcome the current challenges (e.g. lack of resources) of sustainable innovation by engaging customers in their value co-creation strategies. Such strategies are based on consumers’ open-mindedness with regard to environmental sustainability, in particular in the face of the negative environmental impact of the fash fashion industry. Green knowledge encompasses the skills and attitudes that enable individuals to improve their relationship with the natural environment and its conservation. On the road to sustainability, customers are seen as sources of green knowledge and translators of such knowledge into innovation outputs. Engaging consumers in value co-creation therefore becomes a driver for improved relationships between the business and the natural environment, whereby green solutions are shared and improved by both the business and its consumers. The process of opening up to customers and co-creating value is especially valid in the textile sector where there has been a significant increase in the production of low-cost clothing that mimics current luxury items, which leads to significant volumes of waste every year. This study proposes that customers’ open-minded helps to overcome co-creation challenges. This study contributes to current efforts to design and implement sustainable innovation strategies in businesses in the textile industry. The research has found that an open-minded attitude in consumers results in the creation of green knowledge that contributes to both incremental and radical eco-innovation in the textile sector.