What: This time, a federal court in Missouri is suing the Swedish fast-fashion company for misleading ‘green’ claims, which it believes “illegally and deceptively” seek to capitalise on consumers’ desires to be sustainable.

Why it is important: Due to increased consumer awareness regarding climate issues, H&M’s false and misleading claims are being viewed as a deception to convince consumers to buy its Conscious Choice products.

The federal Missouri court filing iterates the misrepresentation of products and highlights the premium price H&M charges for its Conscious Choice products, clearly demonstrating that capitalises on the deception of consumers.

H&M sued again for greenwashing claims