The Stockholm Based apparel company H&M (Hennes & Mauritz) issued an apology after a controversial ad was displayed on the UK website of a black boy wearing a green horror with the text “Coolest Monkey in the Jungle”

The Ad was met with heavy backlash from various media sites and buyers. H&M shares were already at 30% lower than usual this past December. The Weeknd and G- Easy both cut ties with the company ending their clothing collaborations.