H&M racist hoodie modelled by black boy


High street giant H&M has apologised after an image of a black child modelling a hoodie with the slogan “coolest monkey in the jungle” appeared on its website.

Outraged social media users described the advert as “offensive”, “irresponsible” and “racist” after it appeared on the Swedish retail company’s UK website.

It is not clear how long it was on the website for but an H&M spokeswoman confirmed it has now been removed.

Blogger Stephanie Yeboah wrote: “Whose idea was it at @hm to have this little sweet black boy wear a jumper that says ‘coolest monkey in the jungle’? I mean. What.”

New York Times columnist Charles M Blow asked: “Have you lost your damned minds?!?!?!”

Christina Watkins asked: “Uh oh, @hm. Can y’all explain why a black boy was selected to model a hoodie that says, “coolest monkey in the jungle”? Someone didn’t think this through.”

Karamo Brown described the image as “disgusting & irresponsible”.

He said: “You know the history of racist using the term “monkey” to demean people of African descent… and you put this on your website!”

Others blamed lack of cultural awareness while other defended H&M, calling the advert “an innocent mistake”.

Another Twitter user said: “Every company should invest in training that encompasses cultural competency and sensitivity. It is absolutely necessary.”


An H&M spokeswoman said: “This image has now been removed from all H&M channels and we apologise to anyone this may have offended.”

The Weeknd has severed ties with H&M, with the singer saying he was “deeply offended” by an advert for a children’s hoodie.

The Canadian singer, who has a clothing line with the retailer, said he was “shocked and embarrassed” after the company posted an ad of a black child in a sweatshirt with the words “coolest monkey in the jungle” on the front.