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​H&M Apologises After 'Coolest Monkey In The Jungle' Hoody Is Branded 'Racist'

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​H&M Apologises After 'Coolest Monkey In The Jungle' Hoody Is Branded 'Racist'

Kids' clothing has come under fire recently for reinforcing gender stereotypes - something that even led John Lewis to remove 'boys' and 'girls' labels and introduce a gender-neutral line.

But now it seems it's not just the whole sugar-and-spice message that's causing offence, with high street giant H&M coming under fire after an image of a black child modelling a hoody with the slogan 'Coolest Monkey In The Jungle' surfaced.

Credit: H&M
Credit: H&M

The image was shared on social media after it appeared on the retail company's UK website, being labelled as 'racist', 'offensive' and 'irresponsible' by some people.

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The top also came with another slogan of 'Mangrove Jungle Survival Expert', which was modelled by a white child.

The product on the website now shows the item without either of the models.


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Blogger Stephanie Yeboah shared the image on Twitter, saying: "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."

She even found herself having to defend her comments, after other Twitter users criticised her for flagging the hoody as problematic.


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Despite the widespread criticism of the hoody, not everyone saw issue with the image, with some people defending the Swedish chain by saying it was simply 'an innocent mistake'.

An H&M spokeswoman said: "This image has now been removed from all H&M channels and we apologise to anyone this may have offended."

Featured Image Credit: PA

Topics: uk news, Retail, News, h&m

Jess Hardiman
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