Retail giant H&M is offering up an apology to the racially insensitive advertisement featuring a young African American boy modeling a “coolest monkey in the jungle” sweatshirt.

On Monday (Jan 8), the retailer felt the wrath of social media as the ad made its rounds. Many called out the Swedish clothing line, including Lebron James who responded on Instagram saying, “We ain’t going for it” while posting an edited version of the photo.

Alongside the backlash, the ad caused The Weeknd to cut business ties with H&M, citing on Twitter that he was “shocked and embarrassed” by the photo.

However, on Tuesday, the retailer apologized for the controversial photo and vowed to take the proper steps to avoid issues like this occurring in the future.

H&M said “We understand that many people are upset about the image of the children’s hoodie. We, who work at H&M, can only agree. We’re deeply sorry that the picture was taken, and we also regret the actual print.”

They concluded the statement by saying “Therefore, we’ve not only removed the image from our channels, but also the garment from our product offering. It’s obvious that our routines haven’t been followed properly. This is without any doubt. We’ll thoroughly investigate why this happened to prevent this type of mistake from happening again.”

Take a look at their apology above.

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