The apparel industry is pointed out as an industry highly contributing with negative environmental impacts in all different stages of the production to consumption chain. Companies within the outdoor industry have been trying to combat this issue by producing apparel that are less harmful for the environment and by encouraging consumers to keep, care and repair for their apparel over time. Educative communication with customers regarding the environmental issues deriving from apparel consumption is seen where some brands go as far as to engaging in environmental activism. Regarding retailers within the outdoor industry, the use of educational communication needs to incorporate many different brands and thus communicating about environmentally preferable apparel is more complex. This study investigates the Swedish retailer Naturkompaniet’s approach to educational communication in order to identify what possibilities there are to encourage consumers to purchase environmentally preferable apparel and to care for it over time. The study find that Naturkompaniet does use educational communication to encourage consumers to purchase environmentally preferable apparel to some extent. It also identifies room for improvement and give suggestions on how the communication can be developed further.