H&M Is CANCELLED After Being Forced To Remove A Racist Hoodie From Their Site

9 January 2018, 14:58 | Updated: 15 November 2018, 15:22

H&M Hoodie
Picture: H&M

By Katie Louise Smith

H&M have now apologised and the image has been removed.

Fashion brand H&M has been hit with MASSIVE backlash after advertising a hoodie with the words "Coolest Monkey In the Jungle" written across the front... modelled by a young black child.

H&M Hoodie
Picture: H&M

As soon as Twitter caught wind of the product, they called out H&M for a disgusting lack of awareness and casual racism.

To make the situation even more unacceptable, the other two variations of the same hoodie on the site are modelled by two young white children. The orange sweater reads "Survival Expert".

The Weeknd, who has a clothing line with H&M, immediately pulled the plug on his collaboration after seeing the picture.

Others called out H&M for what looks like a clear lack of diversity behind the scenes at the company. One Twitter user wrote: “This is why companies need more non-white diverse executives to avoid these online disasters and accusations of 'racist' advertising.”

How no one flagged this image, from the photoshoot to the point where it was uploaded onto the website, is ridiculous.

An H&M spokesperson later told BuzzFeed News: "This image has been removed from all H&M channels and we sincerely apologise for any offence this has caused."It was never our intention for this image to be perceived in this way and we will be reviewing our internal routines to ensure that such a misjudgement does not happen again."

The hoodie has now been removed from the site.