H&M Apologizes For Promoting 'Coolest Monkey in the Jungle' Shirt With a Black Model

The Swedish clothing company H&M apologized Monday for using a black boy as a model for a hoodie that says "Coolest Monkey In The Jungle."

"This image has now been removed from all H&M channels and we apologise to anyone this may have offended," the company said in a statement after social media uproar over the photo.

The boy in the picture was not identified and H&M offered no explanation for the image. The hoodie, which was sold the company's United Kingdom online store, was first noticed after writer Stephanie Yeboah posted a screenshot Sunday and tweeted, "Whose idea it was at [H&M] to have this little sweet black boy wear a jumper that says 'coolest monkey in the jungle'? I mean. What."

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. pic.twitter.com/6AJfMdQS4L

— Stephanie Yeboah (@NerdAboutTown) January 7, 2018

. @hm, have you lost your damned minds?!?!?! pic.twitter.com/EYuCXLZtv3

— Charles M. Blow (@CharlesMBlow) January 8, 2018

@hm And then H&M UK got the bright idea to feature a black boy model with 'Coolest Monkey in the Jungle' hoodie on its website. How on earth can this be?
SHAME ON YOU ! pic.twitter.com/3FaKCqviLQ

— Models Of Diversity (@ModsOfDiversity) January 8, 2018

That tweet started an online fury over the photo. The British-based diversity advocate Models for Diversity derided H&M's choice of model, tweeting to the H&M account, "How on earth can this be? SHAME ON YOU !"

Many online were quick to point out that this isn't the first time H&M and other clothing corporations like it have been accused of racial insensitivity. In November 2015, soon after opening its flagship store in Cape Town, South Africa, H&M was criticized online for employing too few black models in its global marketing campaign.The retail giant first responded by saying its marketing strategy "conveys a positive image" despite the lack of diversity among its models. After mounting public pressure, H&M was forced to apologize for its apology.

H&M in South Africa is asked why they dont have black models for their clothes on posters & this is their response😷 pic.twitter.com/KyKtdHP8dQ

— #VoteLabour (@Mballyonline) November 5, 2015

Users online also rehashed H&M's long-criticized labor standards and pay inequities at its factories across the developing world. 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.

An H&M event in Zurich, Switzerland. Remy Steiner/Getty Images

The company promised to better its working conditions, but human rights groups on the ground in Bangladesh said in 2016 that those promises have not yet been fulfilled.