Swedish clothing brand H&M, which operates stores in dozens of countries across the world, came under fire Monday morning after releasing a new ad campaign over the weekend.

In a new advert for their children’s line, people were stunned when they saw a black child wearing an incredibly insensitive hoodie.

The little boy is donning an H&M child’s hoodie, with the words “Coolest Monkey In The Jungle” emblazoned across the front.

The word “monkey” is a racist slur used against blacks for decades and others were not pleased by H&M’s oversight in the styling of their ad.

Social media users began calling out the clothier including several people of color.

Christina Watkins, a news anchor at WDSU in New Orleans tweeted the question everyone wanted to know the answer to:

Fortunately, H&M removed the offensive advert, but delayed releasing an apology, which fueled the fire even more.

When they finally did issue a statement, it fanned the flames even more.

Head to Page 2 to see H&M’s response…