We鈥檙e only a little over a week into 2018, but controversy is already brewing. This time, H&M is in hot water for a racially insensitive children鈥檚 sweatshirt ad.

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The garment in question is a hoodie with the phrase, 鈥渃oolest monkey in the jungle,鈥 slapped across the front. While the sweatshirt itself isn鈥檛 inherently vile, shoppers couldn鈥檛 help but notice that the brand chose to advertise the look on a Black child.

The sweatshirt, which is part of a jungle-themed kids clothes collection, includes another slogan hoodie with the phrase, 鈥淪urvival Expert,鈥 printed across the front, which some shoppers pointed out was modeled by a white kid. 鈥淲hy is the white kid a 鈥榡ungle survivor鈥 and the black kid the 鈥榗oolest monkey in the jungle鈥?鈥 one Twitter user wrote.

It鈥檚 no secret that the term 鈥渕onkey鈥 has deep seated ties to horrible racial slurs against Black people. Many people are speaking out against the clothing retailer for their ignorance. Since the backlash, H&M has removed the image from their website. 鈥淭his image has now been removed from all H&M channels,鈥 an H&M spokesperson told the UK鈥檚 Huffpost, 鈥渁nd we apologize to anyone this may have offended.鈥 While we鈥檙e glad the retailer issued an apology, we can鈥檛 help but think the store鈥檚 sales may take a dip from this incident.

What do you think of H&M鈥檚 apology? Let us know @BritandCo.