Purpose – The purpose of this study is to find and analyse discourses on silver substances in outdoor clothing circulating among companies, consumers, and media in relation to sustainability.

Design/methodology/approach – A comparative research design was used. Semi-structured interviews were used as a method for collecting information, in addition to texts from online news articles and company webpage. Critical discourse analysis was used to analyse the texts.

Findings – The findings indicate there are different statements circulating among the companies, consumers, and media. These statements are together forming conflicting discourses on whether silver is positive or negative in relation to sustainability. It is made evident in the findings that the consumers, companies, and media disagree in their discourses.

Originality/value – This study contributes to research by identifying and analysing discourses within the growing silver treated textile industry. The study belongs to the first round of research within discourses on silver in textiles in relation to sustainability.