This research sought to understand how groups and organizations that promote the deep green architectural concept of the earthship conceive sustainability in relation to housing. To conceptualize this question, this study used environmental discourse analysis, the ecological modernization concept and the sustainable transition theoretical framework. The analysis of websites, Facebook pages and documents produced by four organizations and one Facebook group both in Canada and the United-States showed that these groups convey an holistic perspective of sustainability in respect of permaculture principles. By promoting do-it-yourself strategies to build an off-the-grid housing project, they incite to break with what is perceived as unsustainable developmental pathways. Also rooted in the fear of a civilization collapse caused by climate change, the earthship is seen as a way to achieve a greater resilience both in terms of food and energy. Divergences have also been identified between organizations. While non-profits have a non-orthodox attitude towards the earthships design principles and mostly see it as a tool to achieve their mission, private business that have a commercial interest in the concept are more invested in its discursive framing. Using green marketing strategies, they notably overstate its performance and adaptability and downplay its limitations, a situation which could explain why the earthship is popular in inhospitable climates such as in Quebec. Finally, in light of the sustainable transition theoretical framework, the earthship articulates an holistic and radical discourse about sustainability that incites to break with unsustainable development pathways. Nevertheless, by being frequently presented as an alternative to the single family detached house, the earthship might conversely contribute to exacerbate urban sprawl.