Coolest Monkey In The Jungle: H&M Stores Destroyed Despite Apology

The advert featured child model Liam Mango. His mother has revealed she suffered online abuse after the controversy blew

Members of the Economic Freedom Fighters protested and trashed H&M stores in Gauteng on 13 January 2018 after a racist advert sparked outrage.

Social media users also reported protests at other stores in Johannesburg and Pretoria.

In one video, claimed to have been taken at the Menlyn Park store, one of red shirted activists is seen trashing displays, kicking over and pulling down clothes rails as well as pushing over mannequins.

The Sandton Chronicle reported Police Captain Granvile Meyer said: 'The EFF supporters have caused damage inside the [H&M] store.

But many have already pledged to boycott the store, as The Weekend - a Canadian R'n'B star who produced menswear collections with the chain - said he was cutting ties with the company.

However, shortly after H&M's HR manager Randall April read out the formal apology relating to the advert to the protestors, which was issued by H&M worldwide on January 9, Joseph was quick to voice his disappointment.

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"Our position is simple, we have got this wrong and we are deeply sorry", the apology read.

"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 serious or understand the upset and discomfort it has caused".

The company responded that its marketing plan was one which meant to convey a positive image - implying black models were not in line with this image‚ which caused a storm of protest.

"We will now be doing everything we possibly can to prevent this from happening again in future. We stress that our wonderful store staff had nothing to do with our poorly judged product and image".

"Am the mum and this is one of hundreds of outfits my son has modelled ... stop crying wolf all the time, unnecessary issue here ..."

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