An ad on Swedish fashion brand H&M’s website stoked anger last January for displaying a black boy modelling a hoodie with the inscription “Coolest Monkey in the Jungle” for its UK stores. This was described as racist and inappropriate especially when other white models were wearing a similar sweatshirt with inscriptions including “Mangrove Jungle Survival Expert”. The brand received a lot of backlash forcing it to remove the ad of the black boy who had posed with his hands in his pockets. Social media was buzzing with lots of comments on Twitter questioning the reason behind the brand’s decision to clothe the black boy in that hoodie. Others called for the sack of those behind the promo photos while some called for a boycott of the brand.