H&M is facing another class action lawsuit over greenwashing in its marketing of fast-fashion apparel and accessories as sustainable, reports ILM.

Plaintiffs Abraham Lizama and Marc Doten filed a complaint in a federal court in Missouri, in the U.S., alleging that the company has engaged in “unlawful, unfair, deceptive, and misleading business practices”.

Specifically, the case calls out the marketing of H&M’s Conscious Choice collection, which the plaintiffs say is labelled as sustainable and environmentally friendly despite not being so, and therefore violates the law in various states including California and Missouri.

The case argues that, because H&M’s greenwashing resulted in consumers paying a premium for products and therefore suffered economic losses, which is at the heart of the plaintiffs’ ability to show that have suffered requisite injury to sue.

The case is Abraham Lizama, et al., v. H&M Hennes & Mauritz LP, 4:22-cv-01170 (E.D. Mo.)