This research is a qualitative research concentrating on meanings given to Northern Outdoor clothing. My aim is to examine the meanings given to clothing in relation to Northern locality, Global Consuming Culture and Sustainable Consumption. The aspiration behind this research is to find out whether the promises concerning sustainable development of the chosen clothing companies actualise in the common process of giving meanings between the clothing companies and their consumers. The overall goal is to create a general view about the meanings of Northern Outdoor clothing for an individual, while taking the context into consideration. The communicative process of giving meanings is based on the methodological practices of semiotics. The research material consists of photographs and captions related to them collected from the Instagram accounts of four Scandinavian Outdoor clothing companies. The analysing method is divided into two parts: first I do categorisation in order to divide the research material into themes and based on the six biggest themes I continue with a semiotic visual analysis of six exemplary photograhps. The results of the research reveal that the meanings given to Northern Outdoor clothing are still today partly based on the historical definitions of North. At the same time meanings related to Sustainable Consumption are formed due to Northern locality. On the other hand, the meanings of Sustainable Consumption become contradictory due to business, leaning towards the Green level of Sustainable Consumption. The meanings of Global Consuming Culture take shape in the contradiction of paradigm and syntagm of semiotics.