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H&M pissed off and offended several people across social media Sunday with a racist ad. The clothing giant posted a page that featured an African-American boy wearing one of its hoodies with the words, “Coolest Monkey In The Jungle,” the New York Daily News reported.

Bloggers and the rest of the Twitterverse instantly dragged the company for the horribly offensive ad that demeaned the Black child with a racial slur. Plenty of social media users shook their heads in angry over the hoodie, available at the store’s United Kingdom page. As New York Times columnist Charles Blow put it, the company looked as if the marketing staff “lost their damn minds.”

H&M had removed the Black child’s image, continuing to sell the hoodie with a generic apparel photo.

H&M quickly issued a half-baked apology, a standard move in situations involving companies who mock the pain of Black people. “This image has now been removed from all H&M channels and we [apologize] to anyone this may have offended,” the company told the Daily News in a statement from its Stockholm headquarters.

The company’s statement didn’t take into account the terrifying history behind the racist imagery. The term, “monkey” has long been considered a racist slur, hurled as a weapon to promote the dehumanization of Blacks. It’s a horrible shameful act that H&M committed to posting the ad, many social media users said.

One even person pointed out that the sweatshirt in orange, with the words  “Survival Expert” and “Junior Tour Guide,” was modeled by a White child, according to The Huffington Post. Why wasn’t consideration given to the Black child, social media explained, especially at a time when African-American children need protection from so many things.




(Source: New York Daily News, The Huffington Post )

(Photo by Uriel Sinai/Getty Images)

H&M Sparks Outrage Over Black Child In Racist ‘Coolest Monkey’ Hoodie Ad was originally published on

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24 thoughts on “H&M Sparks Outrage Over Black Child In Racist ‘Coolest Monkey’ Hoodie Ad

  1. New York on said:

    In Columbia, you must be blonde with blue eyes for “monkey” to be derogatory. It means nothing to dark skinned people in Columbia. So what are all the black people complaining about anyway? What’s the problem that all those ignorant black people have against monkeys? If you see a problem, it’s based on your own definition and weak character. In other words, if the shoe fits, lace that thing up and go take a long walk on a short pier.

  2. Mrknowitall on said:

    Dear black people: this add is merely another Rorschach test. if you are racist, you see a monkey in a shirt. if you’re a healthy person you see a little boy wearing clothes. You see what is in your soul.
    when I first saw this ad I saw a little boy wearing clothes, and that is what I still see.

  3. I’m just as Pissed off as everyone else, this is passed disgraceful. The parents should also be held accountable;should have known what their child was modeling. H&M should be run out of BUSINESS. Parents,Black PeopleWAKEUp.

  4. specialt757 on said:

    I really feel like slappin’ the shit out of these marketers, they knew exactly what they were doing. You’re the right, the parents may not have known exactly what outfits the kid would wear, but dammit, they should be the loudest voice we hear on this.

    • They already cashed the check. Plus, they probably didn’t want to say anything for fear their child would be blackballed in the industry, which is notoriously hard to break in to. Kind of like the woman who was too in fear of losing her job not to give Chicken George a blow job. But, here she is now, singing like a bird all these years later. These parents aren’t going to do anything to risk losing their little ATM.

    • JOANN SALLEY on said:

      Never know what happenning with the family.Maybe parent choose to put food on the table,roof over their head and keeping their family together.We should surround the family with love.All the African American singers,athletes show step up and give back to family that buy their tickets,clothing and everything they sell.The child do not understand why he can not model that hoodie.He hurt because he not modeling.

  5. queen Nandi on said:

    My people see what America is trying to do make u less than but u are the worthy one Wear it Pride check out the lovely Africa Continent

  6. Peaches and Herb on said:

    Wake up everybody no more sleeping in bed can’t u see what’s happening got rappers wearing girly shorts making our men put on romper Damn people what it’s going take get ur own style wear ur own brand with ur Real name

  7. americanize on said:

    As I have said before,nothing white folks do or say about black people shocks me.But to me this is the 64,000 dollar question?Who in the fu*k are this childs parents to let this go down.

    • Really on said:

      True I hope they didn’t approve this just for money. I’m sick of the fake apologies too. Who do you think you are fooling. Not enough apologizing you can do after you show your true colors.

    • leadjustone on said:

      My thoughts exactly! No way I would let my child pose in a damn monkey shirt. Maybe the parents didn’t know, but they would have heard from me loud and clear as soon as I saw it!! Headquartered in Sweden or not; surely they couldn’t be that dense. Bad, bad optics. Hope they lose a lot of sales.

      • I agree. Regardless if we like it or not or if it is fair or not, blacks are NOT viewed as indivduals. We all get put in the same boat. And to these blacks parents, shame on you. So when the next time a racist call you and your son “monkeys”, do not get upset.

    • americanize on said:

      Just found out who the parents are,no father was mention,but the mother is ok with the shirt.This shows that as black people we can,t get all black people to get on board with empowering ourselves.Now here is the million dollar question? How munch did they pay the mother.

  8. They should have know better than this. Either no one black is in the decision making room or it is blacks who are cooning and agree this was a good ad to put out. Come on now.

  9. vincent on said:

    Mistake or not, I think we as black people in the United States need to make a big statement by no longer supporting H&M . This would send a message to all who doesn’t see our values!!!!

  10. Time for people of color to BOYCOTT H&M clothing stores!!!!!!!

    These TURDS knew exactly what they were doing when they posed that little boy
    in that damn hoodie, with the words, “Coolest Monkey.”


    Hit this store WHERE IT HURTS–IN THEIR DAMN POCKETS!!!!!!!!!!!!!!!!!!!

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