H&M Hit With Consumer Deception Suit Over Sustainable Marketing

H&M Hennes & Mauritz LP deceptively portrays its “conscious choice” clothing line as sustainable even though the garments can harm the environment, two consumers allege in a new proposed class action.

Consumers expect products marketed as a “conscious choice” to be made from sustainable and environmentally friendly materials that are less harmful and more beneficial to the environment, Abraham Lizama and Marc Doten say in a suit filed Thursday in the US District Court for the Eastern District of Missouri.

The H&M clothing is primarily made of recycled polyester, most of which comes from recycled plastic bottles that have been ...