The musician posted to Instagram Stories when he noticed that the Swedish brand was selling clothing using his name. “I didn’t approve any of the merch collection that they put up at H&M… all without my permission and approval. SMH I wouldn’t buy if I were you,” he wrote, followed by the next slide that read, “The H&M MERCH THEY MADE OF ME IS TRASH AND I DIDN’T APPROVE IT DONT BUY IT.”
This collection is currently in production live on the H&M websiteThe collection includes nine items including sweatshirts, sweatshirts, hoodies, and totes. The garments feature Bieber images, and some pieces have the words “I miss You more than Life” or “WORLD TOUR.”
After Bieber’s post on Instagram, fans have been flooding H&M’s social media platforms with criticism. “What a shame!” “Why you selling Justin’s stuff w/o his knowledge… that’s sketchy,” users wrote in the comments. “Why you selling Justin’s stuff w/o his knowledge… that’s sketchy.”
Amid the backlash, a representative for H&M said in a statement via email, “As with all other licensed products and partnerships, H&M followed proper approval procedures.”
Bieber has so far not taken legal action against the retailer.