Background: The modern world struggles with an environmental crisis and many industry sectors could be considered as non-sustainable. The fashion industry is poorly performing both in ecological and social sustainability due to mass production and apparel waste caused by fast changing fashion. To reduce the negative impact on the ecological and social environment the United Nations developed the Sustainable Development Goals focussing on the economic, social, and ecological sustainability. The apparel industry influenced by the international organisations and the customers sustainability demands is forced to adjust its business strategy towards ecological and socially sustainable business and production.

Purpose: The purpose of this study is to understand how the brand Patagonia, a company in the fashion industry, communicates its core values and meanings in its marketing campaign focussed on sustainable production and consumption. By analysing Patagonia`s video series of the Worn Wear marketing campaign, the underlying core values and meaning building the companies brand image on topic of sustainability could be interpreted.

Method: This thesis is conducted by applying interpretive thematic analysis and visual analysis by applying the study of semiotics and documentary video analysis. The employed theories allow the researcher to discover meaning and values through conducting a visual analysis.

Conclusion: The results show that Patagonia Inc., communicates a total of four major and ten secondary themes on topics of both ecological and social sustainability in the Worn Wear campaign. The themes are representing the importance of slow fashion by repairing the gear and sustainable consumption. The reciprocity between adventures and sustainable environment is being mentioned, and the social and ecological factors are expounded.