H&M apologizes for its “coolest monkey in the jungle” hoodie that appeared on their U.K website


The Swedish clothing brand H & M shared its apologies on Monday after posting a photo of a young black boy wearing a “coolest monkey of the jungle” hoodie that offended many shoppers.

“Whose idea was it at @hm to have this sweet black boy wear a jumper that says ‘coolest monkey in the jungle?’” tweeted style blogger Stephanie Yeboah, the first to have reacted on the advertisement. After Yeboah posted the caption under the picture of the young boy on Sunday, shoppers raged and demanded an apology on behalf of the brand.

Others were also disturbed by the fact that different hoodies from the same collection with slogans such as “survival expert” and “junior tour guide” were modeled by white children instead.

“I’m deeply offended and will not be working with @hm anymore,” tweeted The Weeknd, a Canadian R&B singer and one of H&M’s collaborators. Strongly offended by the picture, The Weeknd, as well as other celebrities such as LeBron James, accused the advertisement of being “disrespectful.”

However, other users defended the brand saying that the text on the hoodie wasn’t intended to be racist and those who felt offended were searching to feel offended.

“We sincerely apologize for offending people with this image of a printed hooded top,” responded H&M after removing the controversial picture and product from their website and stores.