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Man rampages through H&M acting like a gorilla to hit back at controversial 'coolest monkey in the jungle' ad; Protester walked into an H&M store in just a pair of red shorts, a backpack and a mask - before running around the shop, mimicking the sounds and actions of a gorilla.

Byline: Anna Verdon

H&M caused outrage this week over one of its advert for a children's hoodie.

That's because it used a black child to model the green jumper with the slogan "Coolest monkey in the jungle".

The public bombarded the high street chain with comments branding the controversial advert "racist" and "unacceptable" with the retailer forced to apologise.

But while most people seemingly took to social media to voice their disgust, one angry man wanted to take things a little further.

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Getting a friend to film his protest - he walked into an H&M store, believed to be in New York, in just a pair of red shorts, a backpack and a mask.

He then starts running around the shop, mimicking the sounds and actions of a gorilla.

The black man then starts knocking clothes off the rails which go tumbling to the floor.

He does this for a few moments before shouting "F*** H&M" and darting out, much to the surprise of other shoppers.

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But this American man was not the only person to show their disgust in a public way.

Manchester United footballer Romelu Lukaku shared alsogot involved in the rowby sharing a digitally doctored version of the ad.

The altered version on the hoodie had the slogan 'Black is Beautiful'.

Popstar The Weeknd alsocut all ties with the companyafter seeing the advert.

Earlier this week H&M apologised and removed the photo from their website.

However they have now removed the [pounds sterling]7.99 hoodie from sale completely, and have posted a longer apology on their Instagram page.

They 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. 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."

They also added: "Our position is simple - we have got this wrong and we are deeply sorry.

"We have a responsibility to be aware of and attuned to all racial and cultural sensitivities - and we have not lived up to this responsibility this time.

"This incident is accidental in nature, but this doesn't mean we don't take it extremely seriously or understand the upset and discomfort it has caused."

Shoppers were outraged by the photograph and took so social media to voice their disgust.

Racist hoodie main 1

Racist hoodie yes 4

Racist hoodie yes 5

Racist hoodie yes 1

Racist hoodie yes 4

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H&M has also posted a full apology on their website.

It says: "H&M is fully committed to playing its part in addressing society's issues and problems, whether it's diversity, working conditions or environmental protection -- and many others.

"Our standards are high and we feel that we have made real progress over the years in playing our part in promoting diversity and inclusion. But we clearly haven't come far enough.

"We agree with all the criticism that this has generated -- we have got this wrong and we agree that, even if unintentional, passive or casual racism needs to be eradicated wherever it exists.

"We appreciate the support of those who have seen that our product and promotion were not intended to cause offence but, as a global brand, we have a responsibility to be aware of and attuned to all racial and cultural sensitivities -- and we have not lived up to this responsibility this time.

"This incident is accidental in nature, but this doesn't mean we don't take it extremely seriously or understand the upset and discomfort it has caused.

"We have taken down the image and we have removed the garment in question from sale. It will be recycled.

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

"Racism and bias in any shape or form, conscious or unconscious, deliberate or accidental, are simply unacceptable and need to be eradicated from society. In this instance we have not been sensitive enough to this agenda.

"Please accept our humble apologies."

The retailer has also been approached for comment on the video.

CAPTION(S):

Credit: H&M

The controversial advert featuring a black child wearing a hoodie with the slogan "Coolest monkey in the jungle" caused outrage

Credit: Getty

The Weeknd has cut ties with the company

Credit: Bloomberg

H&M have apologised for its advert

Credit: Bloomberg

H&M was forced to publicly apologise for the advert

Credit: Getty Images North America

The retailer took down the ad and removed the product from its shelves
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Title Annotation:News,World news
Publication:Daily Mirror (London, England)
Date:Jan 12, 2018
Words:859
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