Marketing strongly influences consumer behaviour, and mass consumption of fashion is a major issue directly related to the clothing industry's substantial greenhouse gas emissions driving climate change. As consumer awareness increases, so does the desire to shop more sustainably, which has resulted in an advertising market flooded with green messages. This essay aims to examine how Nudie Jeans uses graphic design as a marketing tool to shape their brand image emphasizing sustainability and environmental awareness in the campaign Create Tomorrow’ s Vintage. This will be achieved through a semiotic analysis where the campaign's myth-making dimension will be central. How the campaign reflects consumer attitudes shaped by the overexposure of green advertising today is also discussed through a discourse analysis. Grounded in consumer culture theory and representation theory, the study shows that Nudie Jeans uses visual communication and myth to critique mass consumption and to create a picture of being the right choice for the sustainable consumer. The campaign also uses graphic design as hand drawn typography and connotations to nature to achieve a green image, but refrains from using cliché visuals by having an urban and satirical approach, which may help them avoid the consequences of advertising fatigue.