The Hoodie That Broke the Internet: Anatomy of H&M's PR Crisis

In early 2018, 

H&M released what, at first glance, seemed like just another addition to their kids' clothing line: a green hoodie with the slogan “Coolest Monkey in the Jungle.” It was worn by a young boy, smiling in front of a neutral background.

But something was off.

The model was a Black child.

What followed was not a routine product launch,  but a global PR disaster.

The Ignition Point

On January 8th, 2018, that image quietly appeared on H&M's UK website. It had no bold headlines, no neon banner, no press push. Just a simple product shot… waiting to be noticed.

And it was.

Twitter got there first. Then Instagram. Then global headlines.

Because for millions of people, this wasn’t just a misstep ,  it was a painful echo of a long, racist history. Comparing Black people to monkeys has been one of the most grotesque and dehumanizing stereotypes across cultures. That imagery, especially involving children, struck deep and raw.

H&M had put a match to centuries-old fuel.

The Backlash

The response was swift and scorching.

• The Weeknd, a high-profile collaborator, immediately cut ties with H&M.
• LeBron James posted an edited image of the same child with a powerful crown above his head, calling him a king.

• Protests broke out at H&M stores in South Africa, with activists storming outlets and pulling down banners.
• Online, a wave of disgust surged through fashion forums, parenting groups, and cultural commentators.

Everyone had the same question:
How did this get through?

How did no one ,  not the photographer, the stylist, the marketing head, the web team ,  pause and ask, “Is this okay?”

H&M Responds

The brand’s response came, but it stumbled.

A formal apology was issued. The product was pulled. The company admitted their “mistake” and promised to review internal processes. 

“We are deeply sorry that the picture was taken, and we also regret the actual print,”

H&M tried to move forward, but the internet wasn’t ready to forget. It wasn’t just about a hoodie anymore. It was about how companies still failed to grasp the emotional and cultural weight their imagery carries,  especially when race is involved.

The hoodie is still available to buy online but it no longer features the image of the child modelling it.

The company said: "This image has now been removed from all H&M channels and we apologise to anyone this may have offended."

A Teachable Moment in Global Branding

What made this case explosive wasn’t just the slogan ,  it was the total absence of context, sensitivity, and oversight. H&M, a Swedish brand operating in a global, multicultural market, had shown a shocking blind spot.

It also highlighted a recurring theme in marketing misfires: diverse markets require diverse eyes at the table.

In a room where no one is trained (or empowered) to raise a red flag, disaster often walks out the door dressed in full production value.

Closing Thought

The “Coolest Monkey” hoodie became more than an offensive slogan ,  it became a case study in what happens when brands try to sell to everyone… without truly seeing them.

H&M learned the hard way that in today’s hyper-connected world, one photo is all it takes to turn a product drop into a cultural reckoning.

 

Link copied to clipboard!