<![CDATA[Local fashion brands now do more than sell products; they also voice social values as part of their marketing strategy. Aerostreet's digital campaign "Toleranshoes," released during Independence Month and featuring interfaith figures, a national veteran, and a pledge to donate 100% of sales, reflects this trend. This study aims to analyze the commodification of the value of tolerance in the campaign using Norman Fairclough's three-dimensional critical discourse analysis. It employs a descriptive qualitative approach, with the advertising video and caption texts on Aerostreet's official YouTube Shorts and Instagram posts as the objects of study. Data were collected through screenshot and transcript documentation, observation of engagement metrics, and a literature study, and validated through source triangulation, whish compared the campaign’s video and captions with audience comments and media converage. The results show that, at the text level, tolerance is attached to the product through casual figurative language that shifts into patriotic rhetoric. At the discursive practice level, the campaign features a figure regarded as iconic among Generation Z and a soft-selling strategy that makes tolerance the main selling point. At the sociocultural practice level, the campaign can be read as responds to vulnerability to polarization by offering the product as a symbol of unity, so that Bhinneka Tunggal Ika becomes a popular commodity. These findings do not negate the value of the donation but show that national messages and commercial interests operate together. The study encourages audiences to be critical of value-laden campaigns and industry players to keep messages aligned with practice]]>
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