This study utilises narrative analysis and deep ecology theory to examine how sustainable

fashion brand Patagonia employs brand activism, the connection between humans and nature,

and calls to action in its storytelling of film The Custodians. This research aims to offer

practical insights for sustainable fashion brands in the realm of communicating brand

activism.

The research found that the story uses emotional narratives to humanise the environmental

problems in the film and elicit empathy and a sense of responsibility. The film aims to

encourage viewers to recognise the interdependence between humans and the environment

and advocates a balanced, respectful approach to marine life. Emotional storytelling and vivid

imagery highlight the consequences of neglecting environmental interconnectedness and

drive viewers to consider their contributions to these problems. The film offers solutions and

concludes with a call to action. By channelling emotions and empathy, it tries to motivate

viewers to take immediate steps toward environmental responsibility.