Not 'Cool': H&M Under Fire for Racist Sweatshirt Modeled by Black Child

Cautionary tale

Toronto-based rapper, The Weeknd, who released his own line with H&M previous year, announced via Twitter that he will no longer be working with the company.

"We sincerely apologize for offending people with this image of a printed hooded top", a spokesperson for the company said, according to USA Today.

The image, which appeared on the United Kingdom website of the Sweden-based multinational, shows a black child in a green hoodie emblazoned with the slogan "coolest monkey in the jungle". H&M removed the image Monday and apologised to anyone it "may have offended". "I'm sure the apologies are a coming", The Roots drummer wrote. "I'm certain there will Be media fixers and whatnot and maybe a grand gesture like a donation to some charity". "Therefore, we have not only removed the image from our channels, but also the garment from our product offering globally".

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The Black Twitter response calling for H&M to pull the ad was swift and quick. "You know the history of racist using the term "monkey" to demean people of African descent. and you put this on your website".

An undated photo of an advert for a hoodie by H&M.

While some netizens blamed carelessness, a lack of cultural awareness or bad styling decisions for the retailer's mistake, others weren't quite so forgiving. "We have to do better", designer Alex Medina said on Twitter, one of many who voiced their outrage over the advert.

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