Fashion industry has been claimed as one of the most polluted industries in the world. Therefore the awareness of the importance of sustainable fashion keeps on rising, as an attempt to reduce the negative impact of fashion to the planet. Now there are more sustainable fashion movements in Indonesia, one of them is a local fashion brand Silir, that is producing good quality clothes made of dead-stock garment fabrics with timeless design and delivered in a reusable pouch made of fabric scraps, in a cassava made of plastic. This study aims to understand how Silir sustainable narrative was perceived by its consumers and reveal what really motivates consumers in selecting Silir for their fashion consumption by using the dimension of brand narrative (shared purpose and brand story anthology), five stages of purchase decision and buying motives theory. This research is limited to consumers’ perception and motivation in sustainable fashion consumption in Indonesia, with Silir as a local brand depicting sustainability effort in its business as the case study. This study is using qualitative study, with primary data from interviews with the key informants - founder of Silir, the Silir consumers and non-Silir consumers, and desk research of Silir Instagram account @Silir_. The finding of this research includes (1) Silir has delivered its sustainable narrative brand story quite well and are well received by the consumers, (2) the consumers are naturally purchasing clothes that fit their needs and budgets thus the quality and the design of the clothes are the priority for a fashion brand and the sustainability narrative becomes an added value that can drive repurchase, (3) all informants are aware of sustainability in general but not sustainable fashion, (4) consumers who have awareness about sustainable fashion and show more willingness in practicing sustainability in their daily lives, are more inclined to be loyal consumers of Silir, (5) a brand with a strong personal relations and emotional connection with the consumers, have a bigger chance to increase consumers’ belief and willingness to buy more and become loyal consumers.