Singer The Weeknd has severed his business ties with H&M after the European clothing giant ran an advertisement on its UK website featuring a black boy wearing a hoodie with the words "Coolest Monkey in the Jungle".

On Monday afternoon Weeknd tweeted: "woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore..."

H&M, which is based in Sweden, apologized and removed the advertisement on Sunday. But that was not enough for Weeknd and others who remain highly offended by the racist advertising gimmick.

"This image has now been removed from all H&M channels and we apologise to anyone this may have offended," the company told the NY Daily News.

Two other hoodies from the same company featured white boy models, including one labeled a jungle "survival expert."

  • Ms..N

    Smdh!! Companies doing anything to create buzz for their product..Black folks please be carefully where you spend your dollars!!

  • You Could Never

    Abel might not be able to without getting sued. He has a clothing line with them. Im glad he is trying tho to cut ties

  • JRock

    Very offensive indeed. This is why we can never move past racism because of people who think like what that sweatshirt says.

  • Nikkiknows

    Really dissappointed, I have a hard time finding stuff I like, but will keep searching...

  • Vonn

    Good for him. Fugg you H&M. Sweden, as a country you are on probation. Make sure y'all cheese & chocolate stay on point. Vikings, Pippi Longstocking, & Ikea better watch their steps too.

  • rayne215

    Little man was WORKING that raggedy sweatshirt tho.

  • hotntot95

    ....and we supposed to just get over it bc slavery was a long time ago...smh...see how they act.?.this shyt is sad..?
    Edit: Never buying from this garage az store again...

  • JV

    I've never been impressed by H&M anyway, they always struck me as very 15 minutes-ish, and now I have a great reason to never patronize them.

  • hottlanta

    Someone should have told them white folks in marketing that black folks do not do Tarzan movies. Those days are gone. To those who don't know, look at this clip and just see how political correct it is. wait until you get to the part that says "Human Banquet" and those 2 black savages fight over a white woman. I don't know who thought that was great idea but someone took a check and laughed all the way to the bank

  • Ryan

    "Two other hoodies from the same company featured white boy models, including one labeled a jungle “survival expert.”

    So the black kid got the monkey shirt but the white kid got an "expert" shirt? H&M gon' learn today. They're not a blog so clicks aren't useful without SALES. Even a small drop can do some damage.

    I think we as a people forget just how much power and money we have, and the impact we can have on businesses who disrespect us to our face.

  • Nikkiknows

    I loved any dress they made with pockets! and for basics, like sweaters...socks and things like that...

  • TheOwley

    People are only finding out about HM because they are blindly lead by celebs and don't do their own research. Now that a celeb shows outrage, the blind will follow. Here is another HM ad. They are not friendlies.

  • Stupid H&M

    I love H&M but I won’t be shopping there again. I’m mad! White people will never stop with that monkey shit even though that’s their relatives.

  • Ryan

    Who was the celeb who brought this to people's attention last night? ?

  • Stupid H&M

    H&M has super cute and super cheap stuff. You’re not the only one who’s going to miss shopping there.

  • TheOwley

    The Weeknd did. These companies do things subconsciously. Others not so.

  • JRock

    I've only shopped at H&M maybe 3 times but I won't be shopping their again. My son's ex-girlfriend stayed in H&M but I'm about to text her a picture of this ad. Hopefully, she will no longer give them her dollars either.

  • Ryan

    Ohhh OK I thought he just said something today and the story came out because of regular folks on social media.

  • You Could Never

    Where is @Never Surprised at? I left you the answers in re to what is Alabama last the first Oprah post.

    With the receipts you requested



  • JV

    I've just never seen anything I can't find from Banana Republic/Ralph Lauren/etc at a thrift store or on sale.

  • Noirluv45

    If wonder if the parents of the Black boy knew they were going to put that crap on their son?

  • Stupid H&M

    But H&M is not Banana Republic or Ralph Lauren, two of my least favorite stores. So you wouldn’t like it anyway, but H&M is a cheap store with some really cute clothes, if it’s your style.

  • Ebony N’ Sweet

    It's an 100% White country, im not surprised that they racist

  • Nikkiknows

    put it this way...i just bought a coat from them a month ago for 15's a winter coat, but i wanted something just to walk my dog was good for stuff like that...and dresses with pockets :))

  • MythCalledLove

    This will make the rounds on Twitter and other sites. People vow never to shop there and flood all the "how dare you" forums. Then Gucci, YSL, or some other luxury brand designs a collection for them and that's that. Some of the how dare you people will be posing on Twitter, Instagram wearing something from the collection. With the # tag #HMLOVE , #HMGIVESMELIFE. Plus where the hell was the parent or guardian that signed off on this?!! Trust if it was photoshopped we would be seeing her and the lil boy making the rounds.

  • JV

    In some ways I get that, but 2 things:

    #1 Retail companies have been rewarded for good behavior/values. An example would be Patagonia's sales spurt after speaking out against the Bears Ears monument reduction. So some people do put their money where their mouth is, so to speak.

    And #2 this is NOT a good retail climate -- especially with the holidays being over. Lots of places are shuttering their doors.. H&M did NOT need this. They are in no way out of the woods on this. If businesses like True Religion, American Apparel, etc, can decline, possibly to the point of bankruptcy, so can H & M.

  • Mr.LeBrickJames

    My black dollars will never be spent in an H&M store, I can guarantee you that.

  • justlooking

    My hips aren't made for H&M. No lost here.

    #carry on

  • NicoleZee

    Good decision Weeknd. I wish slow people would understand that European fashion designers could not care less about people of color. They DO NOT make clothes for us anyway, so why support them??? Nothing but overpriced fancy labels. European clothes fit terribly by the way unless you are stick thin and flat chested. And furthermore, who are the parents of the black boy that modeled the clothes??? No way would I allow my son to wear something like that. Parents should be on set at all times when minor children are working.

  • NicoleZee

    Yep. People hate when I mention it, but um, apes are every human's distant cousin, just check the scientific research behind it.

  • justlooking

    UPDATED...I was multitasking....

    Taps Microphone

    Dear Black People Stop jumping on the band wagon and start researching from the jump and Please Don't say you only buy black owned products, they YT PEEP POLE own the shipping companies, the cotton, and the MILLS. Don't ya'll watch. Queen Sugar

  • Anunnaki

    its 2018 and we still shock, surprised, in awee, at Pale people...and the racism they display....come on people nothing can change these people, NOTHING, they can suppress their nature only for so long, as long as they know the reaction of my people, umm, why would they change, hell I wouldn't change either, if all I will get is a few twitter users mad,, and boycott hastage, while we laugh.... but no real action against us...we still taking their dollars.....carry on demons


    Oh, and he's done with black women as well, didn't he ban black women from his shows in his country. He is doing this for free publicity, fuck him!

  • hottlanta

    I am shocked that folk bought into that word post-racial since Barak became President. I thought we were much smarter than that.

  • BR….

    This a continuous cycle that will not cease... how many times do we see something that’s offensive then those responsible apologize and someone else does something offensive then apologizes like they aren’t sorry they know what they are doing ?

  • Anunnaki

    y are u so shocked, knowing us?

  • Sid

    What about the parents. Aren’t they outraged about this. Shame on the parents for allowing this ridiculousness

  • Anunnaki

    say it again,

  • hotntot95

    I was just thinking the same thing...where are the parents? It's no way I would let this fly...

  • MsPam

    Can he go away too?! Because I don’t think he can sing nor is he R&B.

  • Anunnaki

    but the things is we are not the monkeys (they are), ---shrugs---

  • Rayne

    Should be. Over priced ass rags.

  • Malcom Flex

    More black males ought to be upset with this. Naw, too busy dissing WEAVE

  • ShadesofEMPRESS

    Will never be supporting them again.

  • hotntot95
  • ShWa

    Yes that's the gag!

  • ShWa

    Right I don't even shop there

  • Sid

    Coming from a guy that said he never date a black woman. The Weekdays needs to have a seat.

  • Noirluv45


  • ShWa

    Yes we have more power than we realize and can put a lot of this bs to pasture.

  • Coy little wink

    I've been in there a few times....bought nothing and wondered why people shop there

  • We Can Do This

    Thanks for sharing.

  • hottlanta

    Some people don't get or they just don't care. Glad I grew up when I did so I can connect the dots to shows like Tarzan. These kids think everything is an app. Hollywood tried to bring it back but they had hell to pay for that nonsense as well.

  • MissyJ

    I found out from some regular folks... Maybe YOU only get the 411 from celebs... And let's not just go overboard. A boy in a cartoon monkey T-shirt is not quiet racism and not the same as the hoodie pic.

  • TheOwley

    No I don't get the 411 from those idiots. I actually read multiple online papers and every website imaginable to check and triple check information. But you tried. And while it may not be racist to YOU, it is racially incentive to many people in racial groups that have been called subhuman or monkeys for ever. Move along.

  • We Can Do This

    If they can get away with it, they'll go right along with it.

  • ?Royalty?

    ?Seriously? When/where did he say that?

    *Going to search the web*?????

  • Guest©

    This proves that there is not one black person in their advertisement dept. I'm mixed race and I surely would have told them this is unacceptable. When will these companies stop?!? Why should they, considering we still keep giving them our dollars. Either stand up or shut up!!

  • PYT93

    He's a black African male coming to the defense of another black African male. Black females apparently do not warrant protection. Judging by the attitudes of many blacks of all ethnicities, this "outrage" does not surprise me. Black women are still on the "do not acknowledge unless insulting them"list,unfortunately?

  • Ms Thang

    It wouldn't have been a problem if it was a little black girl. I read a story about him telling security that he didn't want any black women at his party.

  • Ms Thang

    Plus he got played by Selena Gomes

  • dontgetblocked

    Interesting since The Weekend stays under a not Black woman. This is why I laugh at black men who get with Beckys. It's sexual, money driven, rebellious, or desperation when a white woman gets with a black man. They don't try to understand the black culture. Too them...we're just monkeys but their mixed kids are better because they're not really black.

  • i troll it like i see it

    A white coworker of mine once said he was not aware that calling or comparing someone black to a monkey was offensive, and sadly he looked genuinely oblivious. He was kind of a hippie type and claimed he "didn't grow up being taught things like that" but I seriously doubt no one at HM was this naive. Either people aren't even trying to hid their racism anymore, or they are blissfully unaware (which is sad) the very least, why is there no-one of color involved in advertising?

  • Trey

    I think the boy's parents need to be put on blast....

  • roy

    Heres an idea! If these billion dollars companies cared enough about not offending minorities why wouldn’t they hire graduates who majored in African or multicultural studies to look over these campaigns and all forms of advertising before they go out to the public or media ?


  • Malcom Flex

    He lying. I KNOW white ppl

  • Malcom Flex


  • Jussjess25


  • Jussjess25

    You did state facts tho..

  • Stan4NoOne

    What are you talking about?

  • Banjo :o)

    simple people will go right back to supporting H&M once this dies down smdh. Just like timberland and ralph Lauren smh and countless others.

  • T3

    I don't even remember the specifics of the last racist ish H and M did that made me stop going there. But you best believe this is the icing on the cake. Fawk them and their cute reasonably priced clothes!

  • Lucky8

    He looks like he is a smart kid his face says that he doesn't want to be there, where are the parents?Are they they money hungry? They probably made sure they paid them well for this ad.

  • Holler If Ya Hear Me

    I give the “boycott” the weekend if that.
    Like my play on my words?

  • Karen Brady

    Genius. I dig and I agree with you.

  • Karen Brady

    He sure does. Shut up Weekend.

  • C Mack

    Now he’s black again.?

  • C Mack

    Weekend doesn’t get to speak for us! All he dates is young white women. I find him speaking out to be an effort to prove his blackness to ppl who long counted him out

  • ?Sugar&Spice?'s funny because I always say that the word 'monkey' shouldn't offend, but as soon as I read the shirt, I mouthed 'what the fuuuuck!'.

    If you didn't grow up American, then you're like, so? However, once you understand a little about this history of the 'monkey' thing, you'll def say WTF.

    I wonder if they meant to offend. Are H&M people American?

  • ?Sugar&Spice?

    I hope at least 1 person is upset with the parent who allowed this kid to model the top. That's who's an ass. This top wasn't specifically made for a black child/person.

  • AnastasYah

    Psalms 55:21 The Words from His Mouth Were Smoother Than Butter,but War Was in his Heart.

    ^This describes them to a T.

  • Kay J

    I won't be taking advantage of any of their clearance sales again NOR would I be purchasing anything from H&M ever again. I am forever boycotting H&M and I hope that I'm one of the very many people striking them too across the globe for this lowdown, classless move on their part.

  • Candance

    We are too sensitive!