Purpose – This study aims to gain an increased understanding of how textile companies perceive opportunities and challenges in reducing microplastic shedding in the design process. Specifically, the thesis compares and analyses two distinct textile companies with diverse business approaches.

Methodology – A qualitative research method was chosen to gain in-depth knowledge through semi-structured interviews, while a deductive approach was used to connect existing theories to practical implications. A thematic analysis was employed to systematically analyse the empirical data, aligning with the developed analysis model in the thesis.

Findings – Based on the results, it indicates that the design process in the textile industry plays a crucial role in reducing microplastic emissions by enabling sustainable product design through material selection and considering the product's life cycle. However, challenges arise in selecting sustainable materials and implementing sustainable practices due to limited awareness, availability, and standardised measurement methods. Through a comparative analysis of two distinct companies, the study generates valuable insights and knowledge on how organisations can re-evaluate their methods, processes, and material selections to foster more sustainable design practices.

Originality/value – This study enhances originality by examining and analysing the perspectives of Swedish textile companies regarding the opportunities and challenges associated with reducing microplastic emissions in the design process. By emphasising a pre-consumer stage in the textile value chain, the study departs from the traditional focus on post-consumer phases, thus addressing the microplastic issue from a new perspective. The findings of this study hold significance for both theoretical and practical realms by advancing an increased understanding of sustainable policies and practices aimed at reducing microplastic emissions in the textile industry.