South African political party storms H&M stores over advertisement

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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 protesters were reacting to an ad in which a black child wore a sweatshirt that bore the slogan "coolest monkey in the jungle".

Local media reports said the Economic Freedom Fighters urged shopping malls to evict the Swedish clothing retailer, which has apologised after an outcry in other countries.

Video footage showed activists trashing displays, kicking over and pulling down clothes rails as well as pushing over mannequins.

Bernard Joseph, EFF Western Cape chairperson, said they were protesting against H&M, and were hoping to convince H&M management to refrain from portraying their children as monkeys coming from the jungle."We trust that H&M will listen to our demands", he said.

Floyd Shivambu, an MP from the EFF, tweeted: "That @hm nonsense of a clothing store is now facing consequences for its racism".

"At the East Rand Mall the protesters managed to enter the shop and stole several items".

Police were forced to fire rubber bullets to prevent the scenes escalating.

Protesters trash H&M store as race row over 'coolest monkey in the jungle' featuring black child model continues to
H&M stores trashed in South Africa in protest over 'racist' ad

"We're not going to leave".

The image copped widespread criticism, with United States singer The Weekend among those to voice his distaste, saying he was "shocked and embarrassed".

A vandalised H&M store is seen in Sandton, South Africa, January 13, 2018 in this picture obtained from social media.

"The time of apologies for racism are over", he said.

More than one celebrity has cut their ties with H&M over the hoodie row.

A police officer who declined to be identified in the press said members of the SAPS crowd control public order police unit had been summoned to the Kolonnade Mall, but there was no sign of the EFF members.

"I can't allow for my name and brand to be associated with a company that could let this happen", the musician said.

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