Clothing brand H&M is dealing with the first major PR nightmare of 2018, with people outraged over a particular hoodie. Some have branded the Swedish retailer 'racist' after a green jumper had the phrase, 'Coolest Monkey In The Jungle' written across the front and a black child wearing it.

While the mother of the boy has told people to 'get over it', it hasn't stopped people across the world calling H&M all the names under the sun.

But people in South Africa have taken their outrage a step further and have absolutely trashed at least four H&M stores.

Credit: African News Network 7

According to the Daily Mail, bystanders and shoppers ran from the outlet as the protestors gathered, with some wearing red t-shirts. In videos posted on social media, some are seen pulling down racks and tearing clothes from their shelves and throwing them on the ground.

One person wrote on Twitter: "Racism must fall and we will never tip toe around racists."

The affected stores are reportedly closed until further notice.

Credit: Twitter/Floyd Shivambu
Credit: Twitter/Floyd Shivambu

Credit: Twitter/Floyd Shivambu
Credit: Twitter/Floyd Shivambu

In an attempt to cool the backlash, H&M obviously took down the hoodie advertisement that started this whole mess, but that hasn't stopped singer The Weeknd from cutting ties with the label.

Rapper P Diddy even offered the kid at the centre of the scandal a $1 million (£730,000) modelling contract for his brand, Sean John.

H&M hasn't had the best experience in Africa in the two years since its first store opened on the continent. The brand was accused of having a lack of diversity, with virtually all the models used for their advertisements being white.

When a person on social media pulled H&M up on the issue, they responded with: "H&M's marketing has a major impact and it is essential for us to convey a positive image. We want our marketing to show our fashion in an inspiring way, to convey a positive feeling.

"Our marketing policy, campaign productions and work is something we constantly discuss internally and with creative professionals. We work with a wide range of models and personalities throughout all our marketing both online, outdoor and in store."

People were confused about the 'positive image' remark, asking H&M if they thought black people conveyed another message.

The company told Huffington Post: "By a positive image we mean that we use a mix of models with different ethnic backgrounds in our campaigns.

"We apologise if we have upset anyone as this wasn't our intention."

Featured Image Credit: Twitter/Floyd Shivambu

Stewart Perrie

Stewart Perrie is a Trending Journalist at LADbible. His first job was as a newsreader and journalist at the award winning Sydney radio station, Macquarie Radio. He was solely responsible for the content broadcast on multiple stations across Australia when the MH17, Germanwings and AirAsia disasters unfolded. Stewart has covered the conflict in Syria for LADbible, interviewing a doctor on the front line, and has contributed to the hugely successful UOKM8 campaign.

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