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STOCKHOLM – Swedish fast fashion giant H&M is facing another class action lawsuit over claims that its Conscious Choice collection amounts to greenwashing. The complaint was filed in a federal court in Missouri by Abraham Lizama and Marc Doten. The plaintiffs allege H&M has engaged in “unlawful, unfair, deceptive, and misleading business practices” via its “self-proclaimed sustainable clothing line called the ‘Conscious Choice’ Collection.” Essentially, it is claimed consumers have been hoodwinked into paying a premium for green products which weren’t green at all.

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