H&M apologises for monkey goof on black kid

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The Grammy victor tweeted about his disappointment in the popular clothing company's latest marketing attempt, which showed a young black boy wearing a hoodie that read "Coolest Monkey in the Jungle".

One social media user aptly put it; "So putting an African American child in a hoodie with "coolest monkey in the book" isn't racist at all".

Another Twitter user pointed out that an orange sweatshirt also for sale on the website and emblazoned with the words "Mangrove Jungle Survival Expert" was worn by a white model.

"We sincerely apologize for offending people with this image of a printed hooded top", a spokesperson for the company said, according to USA Today.

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As of yet, the retailer has issued no statement regarding the Weeknd's announcement that he will no longer be working with the company. However, the $10.83 (£7.99 GBP) sweatshirt, is still for sale on H&M's United Kingdom site, although it's not shown on a model.

A Montreal human rights group has joined voices with many condemning clothing giant H&M for what they say is a racist advertisement.

An apology was offered after consumers exploded on Instagram and Twitter, resulting in the removal of the ad from the British H&M's website/social media.

"We apologise to anyone this may have offended". We will also look into our internal routines to avoid such situations in the future.