Both in developing and developed countries, creative industries have been recently self-developing rapidly, especially in the fashion sub-sector. Creative-firm owners need creative employees, including creative designers, and marketing and production workers. This article examines employee creativity in daily working activities and owners’ efforts to build their firms’ creativity. Using the case-study approach, the research samples twenty owners of Indonesia’s fashion sub-sectors. Data were collected through in-depth interviews and observations. A major finding is that working in fashion sub-sectors requires knowledge, creative attitude and skills, and professional qualifications, moderated by the working environment, human relationships and motivation, and collegial leadership and management. Creative-firm owners too are trying to encourage employee creativity through training on the job and in other institutions, and by hiring professional experts.
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