In yet another case of retailers missing the advertising mark, H&M is currently facing backlash for what some are calling a “racist” ad for children’s clothing.

Twitter users noticed that the Swedish fast-fashion label’s U.K. site was selling a green hooded top with the phrase “Coolest Monkey in the Jungle” while being modeled by a black child. The historical and demeaning comparison between Black people and monkeys wasn’t lost on consumers, who immediately called out the retail giant for being insensitive at best and casually racist at worst.

As of Monday morning the hoodie is still for sale, but the child model has been removed from the page. H&M has yet to directly address the controversy.

Check out some reactions from Twitter below.





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