Police Confirm Rubber Bullets Fired in H&m Protests As Shop Looted

An online listing from H & M featuring a hoodie with the text

An online listing from H & M featuring a hoodie with the text"Coolest monkey in the jungle. Source H & M

An online listing from H & M featuring a hoodie with the text "Coolest monkey in the jungle".

Members of the Economic Freedom Fighters (EFF), a South African revolutionary socialist political party, targeted six H&M stores in the Gauteng province.

EFF supporters destroyed the window of the store, vandalised property and stole from it.

H&M addressed the situation in South Africa this afternoon, saying it was closing stores in the area and that store staffs had nothing to do with its aforementioned "poor judgement".

The picture depicted a black child modelling a green sweater bearing the phrase "coolest monkey in the jungle".

But this apology was described as being "too little too late" by a spokesperson for the EFF.

That, however, did nothing to assuage the anger of the consumers here who have taken H&M to task before over perceived racism.

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H&M has not yet responded to a media query over the demonstrations in South Africa.

After police arrived, protesters gathered in front of the shop's door chanting, dancing and whistling, according to Xinhua reporter at the site.

"Our position is simple, we have got this wrong and we are deeply sorry", H&M added in a post on its Facebook page.

The image copped widespread criticism, with United States singer The Weekend among those to voice his distaste, saying he was "shocked and embarrassed". "No arrests have been effected up to so far", Dlamini said.

The Swedish brand received serious flak for this, following which the company released a statement, "We sincerely apologize for offending people with this image".

The company said it had removed the image from all its marketing.

"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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