‘Racist’ H&M sweater ad ruffles feathers

Pictures of a child model for international clothing store H&M emerged on social media, where a black boy is wearing a sweater that reads "Coolest monkey in the jungle". Photo: Twitter / @KaramoBrown

JOHANNESBURG - Social media was abuzz on Monday, following a racial controversy about a recently-launched clothing line for children by retailer H&M.

The advert appeared on the retail company’s United Kingdom website.

The H&M boy's clothing catalogue shows a black boy modelling a sweater that refers to him as a monkey. On the adjacent page, a white boy is shown wearing one that calls him a 'survival expert', which caused furore on social media, with some users labelling it as 'racist', 'offensive' and 'distasteful'.

UK publication The Evening Standard said H&M had apologised for the ad and removed it from its website.

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