It is certainly a PR for the company abut also a move towards greener future. One of the chemicals are PFCs, or perfluorinated compounds, which help clothes repel water. Once in landfill they take forever to decompose. A lot end up in our bodies via food chain.
H&Ms will stop ordering fabrics with PFCs in January. With the quick turnaround of the fast-fashion world, its clothes will be free of the chemicals by February.