Responsible production is a subject of increasing importance for companies to adopt and communicate to their environment and many companies choose to implement environmental – and ethic considerations into their brand strategy. There is, however, a dividing line between companies according to what extent they choose to implement responsible production into their brand strategy and to which extent they choose to communicate it to their stakeholders and surroundings. It is the hypothesis about a dividing line that is the foundation for this essay and something we believed could be interesting for further analysis. The purpose of our essay is to find out how the brand strategy of a company is affected by the responsible production and in what extent they communicate it to their environment. By answering those questions we hope to find out why some companies communicate responsible production more actively than others. We have conducted in-depth interviews with the Swedish clothing companies; Maria Westerlind, Zion and Dem Collective and we have through our analysis reached interesting conclusions. It is evident that the more distinct the company positions itself regarding the environment, the more important the responsible production seems to be to the brand strategy. This affects in what way and to what extent the company chooses to communicate with the customers. In other words, the bigger environmental exposure and the bigger environmental market possibilities the more important and more active the communication gets. Those companies that have responsible production as a primary brand value also tend to communicate this in greater extent than other companies although there is not always a connection. The greater control the company has over the supply chain, the more distinct the communication becomes. The majority of the companies use external certifications as a form of sponsorship to get certain benefits. We also have noticed that the more distinct the company communicate their responsible production, the more important the extent of the information to the customer gets.