The hoodie in question that has caused an uproar. Picture: Twitter

Swedish clothing retail brand Hennes & Mauritz (H&M) has come under fire and faces accusations of racism following the release of an image from its boys' fashion range.
The uproar started on Sunday evening when Twitter users noticed that H&M was advertising a green hooded top that read “Coolest monkey in the jungle”, which was being modelled by a young black boy.

Some Twitter users have demanded an explanation of how something of this nature could be allowed to happen, questioning how this advert could have gone through an entire marketing team without anyone noticing.

By Monday morning, the UK H&M site, which had posted the advert, had withdrawn it and the image of the boy in the garment could not be found.

Amelia-May Woudstra from H&M group’s press and communications department said: “We sincerely apologise for offending customers with an image of a printed hooded top that was published on selected global online channels. "The image has been removed from all online channels and the product will not be for sale in South Africa."

Meanwhile local  celebrities have added their voices, mostly stating that they will no longer associate themselves with the brand.