H&M Torched For Tone-Deaf ‘Coolest Monkey In The Jungle’ Hoodie Ad Featuring Black Child


H&M, a high street fashion chain, was forced to formally apologize after its online store posted a ‘Coolest Monkey in the Jungle’ green hoodie ad featuring a black child model.

H&M was torched online by social media users accusing the company of being inappropriate, disgusting, and negligent for using a black child to model a hoodie with a racist and unacceptable slogan.

After facing heavy criticism, the company removed the ad from its online collection and pulled the hoodie from its stores worldwide. “This image has now been removed from all H&M channels and we apologise to anyone this may have offended,” H&M told SBS News in a statement.

This is not the first time H&M has come under fire for a racial ‘error’. In 2015, after it opened its flagship store in Cape Town, H&M was criticized for hiring more white models than blacks in its global marketing campaign. Then in 2017, PETA torched H&M for selling a hoodie which bore the phrase, ‘Dogfight in a Random Alley,’ claiming it sent a dangerous message. In both cases, H&M had to apologize and mend ways.

H&M is also infamous for paying low wages and depriving basic human rights to its employees in developing countries. In 2013, H&M was one of many multinational clothing giants blamed for the deaths of over 1,000 garment workers in Bangladesh after their factory collapsed.

Was it just a mishap or a marketing stunt? Please let us know in the comments section.


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  1. Pc gone mad, I call my kids my little monkeys, it’s innocent and only someone who has that thought would take a jumper this way. Can kids not be little monkeys regardless of their colour. the problem is people seeing the colour and not the child. Should the kid not be allowed to wear this because it has the word monkey, people against this are giving it power when it isn’t racist or racist intent behind it, the world is nuts now, a child is a child and u shouldn’t see colour, that’s the problem not the shirt.

  2. We call kids little monkeys when they play and climb on everything all the time, particularly at this young boys age. I didn’t initially see it as racist but indeed if someone has racist intentions then you have every right not to purchase the product and call out the company. Had the blond boy been wearing the shirt no one would have said boo.


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