Consumers don't buy 'environmentally friendly' claims

A pair of consumers are saying “not so fast” to fast fashion chain H&M’s claim that their clothes are good for the environment.

According to a class-action complaint filed in a federal court on Nov. 3, and accessed by Fashion Law Blog, Abraham Lizama and Marc Doten allege that H&M has engaged in “unlawful, unfair, deceptive, and misleading business practices” in its marketing and sale of “self-proclaimed sustainable clothing line called the ‘Conscious Choice’ Collection.”

The plaintiffs claim that the Swedish apparel store’s collection is not “sustainable” or “environmentally friendly” and runs afoul of various states’ laws, including those in California and Missouri, the blog reported.

The suit states that “in recent years, consumers have become significantly more aware of and sensitive to the impact of clothing and household products on the environment.” Consumers are “seek[ing] out and will[ing] to pay a premium for products that are responsibly made, including products that will not negatively affect the environment.”

H&M has not commented on the lawsuit.