Protestors Trash H&M Store In South Africa Over 'Racist' Hoodie Ad

South African Protesters Ransack H&M Stores Over'Racist Ad

H&M South Africa did not respond to a request for comment but carried an apology for the advertisement

H&M stores in South Africa were trashed by Economic Freedom Fighters (EFF) protesters on Saturday over a allegedly racist sweater ad.

The image featured a black child modelling a hooded sweatshirt that said, "Coolest monkey in the jungle".

According to BET.com, Mbuyiseni Ndlozi, the spokesman for the Economic Freedom Fighters said on Twitter that "The time of apologies for racism are over", he said. All rational people should agree that the store should not be allowed to continue operating in South Africa.

The Deputy President of EFF took to Twitter to praise the group's members for "physically confronting racism".

Footage at the H&M store at Menlyn Park Shopping Centre in Pretoria was captured and shared across social media.

Coetzer added that no rubber bullets were fired at the H&M store at the East Rand Mall.

Contrary to the statement made by H&M South Africa, the Sandton City branch was open and there were no traces of Saturday morning's havoc. The image was pulled from the website following the controversy.

People protest in front of H&M store in Cape Town South Africa
People protest in front of H&M store in Cape Town South Africa

Police were called to H&M stores following reports of violence and damage.

Other celebrities criticizing the advertisement via social media included US rap star Diddy and basketball star LeBron James.

Manchester United striker Romelu Lukaku has also hit out at the advert, modifying the slogan to read "Black Is Beautiful".

Earlier in the week, H&M said: "We understand that many people are upset about the image".

The ad was widely criticized for being racist, including by Canadian pop star The Weeknd, who collaborated with H&M, the world's second-largest clothing group, on two collections in 2017.

"We will now be doing everything we possibly can to prevent this from happening again in future".

H&M said procedures had not been followed properly and the company would thoroughly investigate why the incident happened.

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