Clothing retailer, H&M, has apologised for using a black child to model a hoodie with a slogan deemed to be racist.


“Coolest monkey in the jungle” was the slogan inscribed on the green sweatshirt.

The company faced heavy criticism on social media after the controversial hoodie appeared on its website.

Two other designs of different colours were released at the same time.


They featured white children and had captions like ‘mangrove jungle’ and ‘official survival expert’.

Anna Eriksson, a spokeswoman for the retailer, said: “This image has now been removed from all H&M channels and we apologise to anyone this may have offended.”

The apology came after several shoppers and commentators had slammed the company over the slogan.



Like H&M, brands such as Dove, Nivea and Kellog’s have been criticised of late over racially insensitive advert campaigns.

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